How brand innovativeness creates advertising flexibility-Reference-Cited by-同舟云学术

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How brand innovativeness creates advertising flexibility

Published:2013-08-20 Issue:3 Volume:42 Page:309-321
ISSN:0092-0703
Container-title:Journal of the Academy of Marketing Science
language:en
Short-container-title:J. of the Acad. Mark. Sci.

Author:

Barone Michael J.,Jewell Robert D.

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://link.springer.com/content/pdf/10.1007/s11747-013-0352-7.pdf

Reference30 articles.

1. Barone, M. J., & Jewell, R. D. (2012). How category advertising norms and consumer counter-conformity influence comparative advertising effectiveness. Journal of Consumer Psychology, 22, 496–506.

2. Barone, M. J., & Jewell, R. D. (2013). The innovator’s license: the latitude to deviate from category norms. Journal of Marketing, 70, 120–134.

3. Chandy, R. K., Tellis, G. J., MacInnis, D. J., & Thaivanich, P. (2001). What to say when: advertising appeals in evolving markets. Journal of Marketing Research, 38, 399–414.

4. Darke, P. R., & Ritchie, R. J. B. (2007). The defensive consumer: advertising deception, defensive processing, and trust. Journal of Marketing Research, 44, 114–127.

5. DePelsmacker, P., Guens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: the role of context appreciation and context/ad similarity. Journal of Advertising, 31, 49–61.

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