Direct or indirect comparative ads : the moderating role of information processing modes
Year of publication: |
2013
|
---|---|
Authors: | Kalro, Arti D. ; Sivakumaran, Bharadhwaj ; Marathe, Rahul R. |
Published in: |
Journal of consumer behaviour : an international research review. - Chichester : Wiley, ISSN 1472-0817, ZDB-ID 2194377-1. - Vol. 12.2013, 2, p. 133-147
|
Subject: | Vergleichende Werbung | Comparative advertising | Produktinformation | Product information | Manipulation | Konsumentenverhalten | Consumer behaviour |
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