Consumers' responses to positive and negative comparative advertisements : the moderating effect of current brand usage
Year of publication: |
2013
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Authors: | Muehling, Darrel D. ; Laczniak, Russell N. ; Ehrich, Kristine R. |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 34.2013, 2, p. 229-246
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Subject: | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Vergleichende Werbung | Comparative advertising | Markenführung | Brand management | Markenartikel | Brand |
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