The effect of product positioning in a comparison table on consumers' evaluation of a sponsor
Jungsil Choi; Duane W. Myer
| Year of publication: |
2012
|
|---|---|
| Authors: | Choi, Jungsil ; Myer, Duane W. |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 23.2012, 1, p. 367-380
|
| Subject: | Vergleichende Werbung | Comparative advertising | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Wahrnehmung | Perception | Konsumentenverhalten | Consumer behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009530694