Direct or indirect comparative ads: The moderating role of information processing modes-Reference-Cited by-同舟云学术

Direct or indirect comparative ads: The moderating role of information processing modes

Published:2013-03 Issue:2 Volume:12 Page:133-147
ISSN:1472-0817
Container-title:Journal of Consumer Behaviour
language:en
Short-container-title:J. Consumer Behav.

Author:

Kalro Arti D.¹,Sivakumaran Bharadhwaj²,Marathe Rahul R.³

Affiliation:

1. Shailesh J Mehta School of Management; Indian Institute of Technology Bombay; Mumbai; 400 076; India

2. Great Lakes Institute of Management; Chennai; 600 015; India

3. Department of Management Studies; Indian Institute of Technology Madras; Chennai; 600 036; India

Publisher

Wiley

Subject

Applied Psychology,Social Psychology

Link

http://onlinelibrary.wiley.com/wol1/doi/10.1002/cb.1421/fullpdf

Reference65 articles.

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4. Bhushan R Chatterjee P 2008 Horlicks, Complan slug it out over price points The Economic Times http://articles.economictimes.indiatimes.com/2008-12-23/news/27735093_1_horlicks-shubhajit-sen-ad-claims

5. Bijoor H 2010 Evolved marketing for an evolved consumer Business Today

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