The effects of brand positioning (underdog vs top dog) and comparative advertising
Year of publication: |
2024
|
---|---|
Authors: | Lee, Hsiang-Ming ; Hsu, Ya-Hui ; Chen, Tsai ; Lo, Wei-Yuan ; Chien, Wei-Chun |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 3, p. 459-480
|
Subject: | Comparative advertising | Empathy | Inspiration | Self-relevant | Top dog | Underdog | Vergleichende Werbung | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Emotion | Markenimage | Brand image |
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Nagar, Komal, (2021)
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Consumers' evaluation of ad-brand congruity in comparative advertising
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Muehling, Darrel D., (2013)
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