The effects of tolerance of negativity on consumers' responses to comparative attack advertising
Year of publication: |
November 2018
|
---|---|
Authors: | Muehling, Darrel D. ; Vijayalakshmi, Akshaya ; Laczniak, Russell N. |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 7, p. 703-719
|
Subject: | Tolerance | negativity | attack advertising | consumer responses | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising |
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