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| Tekijä: | Eisend, M. |
| Otsikko: | Two-sided advertising: a meta-analysis |
| Lehti: | International Journal of Research in Marketing
2006 : VOL. 23:2, p.187-198 |
| Asiasana: | marketing regression analysis brands |
| Kieli: | eng |
| Tiivistelmä: | This study presents a meta-analysis that integrates empirical findings from the two-sided advertising literature. The results confirm that the persuasive impact of message sidedness depends on suggested variables (amount of negative information, attribute quality, placement of negative information, correlation between negative and positive attributes and marketer's voluntariness). Furthermore, the curvilinear relationship between the amount of negative information and brand attitude is supported. |
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