The ad format-strategy effect on comparative advertising effectiveness
Year of publication: |
2017
|
---|---|
Authors: | Kalro, Arti D. ; Sivakumaran, Bharadhwaj ; Marathe, Rahul R. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 1, p. 99-122
|
Subject: | "Market leader" comparisons | "Multi-brand" comparisons | Direct and indirect comparative ads | Perceived manipulative intent | Attitude-toward-the-Ad | Vergleichende Werbung | Comparative advertising | Vergleich | Comparison | Werbewirkung | Advertising effects |
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