Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Year of publication: |
2015
|
---|---|
Authors: | Pornpitakpan, Chanthika ; Yuan, Yizhou |
Published in: |
Asia Pacific Journal of Marketing and Logistics. - Emerald Group Publishing Limited, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 27.2015, 4, p. 535-558
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Ad claims | Category substitution | Comparative advertising | Perceived similarity | Schema congruity |
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