Positioning brand extensions in comparative advertising : an assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge
Year of publication: |
2011
|
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Authors: | Bei, Lien-ti ; Chu, Chia-hsien ; Shen, Yung-cheng |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 17.2011, 4, p. 229-244
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Subject: | Vergleichende Werbung | Comparative advertising | Produktinformation | Product information | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
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