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Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of Business Research 62 (2009) 8, pp. 768-774

In this research we distinguish between ads that compare two different brands (Across-Brand Comparison or ABC ads) and those that compare different versions of the same brand (Within-Brand Comparison or WBC ads). Results from an experiment indicate that when comparative ads use attributes that...

Persistent link: https://www.econbiz.de/10004987898

Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance

Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-774

Persistent link: https://www.econbiz.de/10003861041

Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-774

Persistent link: https://www.econbiz.de/10008250659

Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-775

Persistent link: https://www.econbiz.de/10008895067