Author:
Esch Franz-Rudolf,Fischer Alexander
Reference66 articles.
1. Barry, T. E. (1993), “Comparative Advertising: What have we Learned in two Decades”, in: Journal of Advertising Research, Vol. 33, No. 2, S. 19–29.
2. Bergkvist, L.; Rossiter, J. R. (2007), “The predicitive validity of Multi-Item versus Single-Item Measures of the Same Constructs”, in: Journal of Marketing Research, Vol. 44, No. 2, S. 175–184.
3. Chang, C. (2007), “The relative Effectiveness of Comparative and Noncomparative Advertising”, in: Journal of Advertsing, Vol. 36, No. 1, S. 21–35.
4. Chattopadhyay, A. (1998), “When Does Comparative Advertising Influence Brand Attitude? The Role of Delay and Market Position”, in: Psychology & Marketing, Vol. 15, No. 5, S. 461–475.
5. Choi, Y. K.; Miracle, G. E. (2005), “The Effectiveness of Comparative Advertising in Korea and the United States”, in: Journal of Advertising, Vol. 33, No. 4, S. 75–87.
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献