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| Tekijä: | Barone, M. J. Palan, K. M. Miniard, P. W. |
| Otsikko: | Brand usage and gender as moderators of the potential deception associated with partial comparative advertising |
| Lehti: | Journal of Advertising
2004 : VOL. 33, p. 19-28 |
| Asiasana: | ADVERTISING BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Researchers has proved that brand usage can reduce the extent to which comparative ad information has the potential to deceive consumers. This study examines the vulnerability of consumers to the potential deceptiveness of ads containing comparative claims which name one or more competing brands. Implications of findings for public policy and directions for future research are disccussed. |
SCIMA