Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Year of publication: |
2015
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---|---|
Authors: | Pornpitakpan, Chanthika ; Yuan, Yizhou |
Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 27.2015, 4, p. 535-558
|
Subject: | Ad claims | Category substitution | Comparative advertising | Perceived similarity | Schema congruity | Vergleichende Werbung | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Werbewirkung | Advertising effects | Werbung | Advertising |
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