Pillai, Kishore Gopalakrishna; Goldsmith, Ronald E. - In: Journal of Business Research 61 (2008) 9, pp. 933-941
This study examines how product attribute typicality and brand commitment influence the effects of comparative versus non-comparative ads on brand attitudes. Employing perspectives from the literatures on typicality and commitment, the study examines the effects of commitment to the comparison...