search query: @indexterm BRAND CHOICE / total: 192
reference: 33 / 192
Author: | Sorescu, A.B. Gelb, B.D. |
Title: | Negative comparative advertising: evidence favoring fine-tuning |
Journal: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 25-40 |
Index terms: | Advertising Brand choice |
Language: | eng |
Abstract: | This study tested in the context of branded products a set of hypotheses derived from theory in political science concerning negative advertising messages: those that unfavorably compare brand B with brand A. |
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