Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response-Reference-Cited by-同舟云学术

Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response

Published:2018-09 Issue: Volume:44 Page:82-90
ISSN:0969-6989
Container-title:Journal of Retailing and Consumer Services
language:en
Short-container-title:Journal of Retailing and Consumer Services

Author:

Bambauer-Sachse Silke,Heinzle Priska

Publisher

Elsevier BV

Subject

Marketing

Reference90 articles.

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4. Comparative advertising: effects of concreteness and claim substantiation through reactance and activation on purchase intentions;Bambauer-Sachse;J. Bus. Res.,2018

5. Brand usage and gender as moderators of the potential deception associated with partial comparative advertising;Barone;J. Advert.,2004

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