haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Droge, C. |
| Otsikko: | Shaping the route to attitude change : central versus peripheral processing through comparative versus noncomparative advertising. |
| Lehti: | Journal of Marketing Research
1989 : MAY, VOL. 26:2, p. 193-204 |
| Asiasana: | CONSUMER ATTITUDES ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A two-group LISREL model was used to test empirically several specific hypothesized differences in the structural relationships among the ads, brand recognition, and conation.The results indicate that the ad is a significant predictor of the brand only for noncomparative ads, while the brand-conation consistency is higher for comparative ads. |
SCIMA