The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domestic brand ownership
William T. Neese, William Foxx and Dianne B. Eppler
| Year of publication: |
2019
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|---|---|
| Authors: | Neese, William T. ; Foxx, William ; Eppler, Dianne B. |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 29.2019, 1, p. 114-128
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| Subject: | Comparative advertising | consumer ethnocentrism | foreign versus domestic brand ownership | multivariate analysis of covariance (MANCOVA) | US automobile industry employment | Konsumentenverhalten | Consumer behaviour | USA | United States | Kfz-Industrie | Automotive industry | Vergleichende Werbung | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenimage | Brand image | Kfz-Markt | Automotive market | Werbung | Advertising | Nationalkultur | National culture | Vergleich | Comparison | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2018.1552528 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012257887