haku: @journal_id 1343 / yhteensä: 429
viite: 321 / 429
| Tekijä: | |
| Otsikko: | Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis |
| Lehti: | Journal of Business Research
1998 : FEB, VOL. 41:2, p. 137-143 |
| Asiasana: | PERFORMANCE APPRAISAL ADVERTISING MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The framing correspondence hypothesis proposes that the ability of a measure in detecting adverticing effects depends on the degree of correspondence btw. an encoding frame used ad processing and the measure's response frame. Consistent with this hypothesis, prior research shows that relative measures are more sensitive than nonrelative measures in tracking the effects of ads which encourage a relative encoding frame (e. g. comparative advertisements). The study provides further support for the framing correspondence hypothesis by demonstrating that whereas relative measures are superior for assessing comparative advertising effects, non-relative measures might outperform their relative counterparts when ads are processed with a nonrelative encoding frame. |
SCIMA