search query: @journal_id 114 / total: 913
reference: 1 / 913
« previous | next »
| Author: | Rennhak, C. Schwaiger, M. |
| Title: | Die Einsatzmöglichkeiten vergleichender Werbung - eine empirische Analyse zur Wirkung des neuen Instruments |
| Journal: | Betriebswirtschaft
2004 : SEP/OCT, VOL. 64:5, p. 591-620 |
| Index terms: | advertising effectiveness models Germany |
| Language: | ger |
| Abstract: | To a great extent, empirical research on comparative advertising's (henceforth as: adv-g.) effectiveness in Germany is missing. Results from U.S. studies are not seamlessly transferable to the German market environment. Therefore, a well-known model of adv-g. effect is augmented by the components involvement and prior knowledge. Effects of real stimuli are investigated based on a large sample. Multivariate analysis shows that comparative adv-g. has very limited positive impacts compared to non-comparative one (original in German). |
« previous | next »
SCIMA