How category advertising norms and consumer counter-conformity influence comparative advertising effectiveness
Year of publication: |
2012
|
---|---|
Authors: | Barone, Michael J. ; Jewell, Robert D. |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 22.2012, 4, p. 496-506
|
Subject: | Vergleichende Werbung | Comparative advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Experiment |
-
Helm, Roland, (2009)
-
Chakraborty, Archishman, (2014)
-
Pointing out differences : consumer evaluations of comparative information across product types
Pant, Anurag, (2014)
- More ...
-
The innovator's license : a latitude to deviate from category norms
Barone, Michael J., (2013)
-
How brand innovativeness creates advertising flexibility
Barone, Michael J., (2014)
-
Norm violations and the role of marketplace comparisons in positioning brands
Jewell, Robert D., (2007)
- More ...