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Is persuasive advertising always combative in a distribution channel?

Wu, Chi-cheng; Chen, Ying-Ju; Wang, Chih-jen - In: Marketing science : the marketing journal of the … 28 (2009) 6, pp. 1157-1163

Persistent link: https://www.econbiz.de/10003909240

Consumer responses to price discrimination : discriminating bases, inequality status, and information disclosure timing influences

Wu, Chi-cheng; Liu, Yi-fen; Chen, Ying-Ju; Wang, Chih-jen - In: Journal of business research : JBR 65 (2012) 1, pp. 106-116

Persistent link: https://www.econbiz.de/10009549703

Advertising competition and industry channel structure

Wang, Chih-jen; Chen, Ying-Ju; Wu, Chi-cheng - In: Marketing letters : a journal of research in marketing 22 (2011) 1, pp. 79-99

Persistent link: https://www.econbiz.de/10009125069

Consumer responses to price discrimination: Discriminating bases, inequality status, and information disclosure timing influences

Wu, Chi-Cheng; Liu, Yi-Fen; Chen, Ying-Ju; Wang, Chih-Jen - In: Journal of business research : JBR 65 (2012) 1, pp. 106-117

Persistent link: https://www.econbiz.de/10009819606

Advertising competition and industry channel structure

Wang, Chih-Jen; Chen, Ying-Ju; Wu, Chi-Cheng - In: Marketing Letters 22 (2011) 1, pp. 79-99

Persistent link: https://www.econbiz.de/10008926150

Is Persuasive Advertising Always Combative in a Distribution Channel?

Wu, Chi-Cheng; Chen, Ying-Ju; Wang, Chih-Jen - In: Marketing Science 28 (2009) 6, pp. 1157-1163

The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. Thus, persuasive advertising is widely perceived to be combative in nature. A series of...

Persistent link: https://www.econbiz.de/10008787897