haku: @journal_id 1742 / yhteensä: 80
viite: 75 / 80
Tekijä: | Sorescu, A.B. Gelb, B.D. |
Otsikko: | Negative comparative advertising: evidence favoring fine-tuning |
Lehti: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 25-40 |
Asiasana: | Advertising Brand choice |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA