The Effectiveness of Comparative Versus Non-Comparative Advertising-Reference-Cited by-同舟云学术

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The Effectiveness of Comparative Versus Non-Comparative Advertising

Published:2015-09 Issue:3 Volume:55 Page:296-306
ISSN:0021-8499
Container-title:Journal of Advertising Research
language:en
Short-container-title:JAR

Author:

Beard Fred

Publisher

WARC Limited

Subject

Marketing,Communication

Cited by 14 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

1. Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations;Journal of Advertising;2023-12-27

2. Service Brand Loyalty Antecedents: A Multimodal Analysis of Brand Name Attributes, and Attitudes Toward Services and Advertisements;American Business Review;2023-11

3. Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising;Communication Today;2023-04-23

4. Turn the Other Cheek or an Eye for an Eye: Exploring Brand-to-Brand Dialogue on Social Media;Journal of Advertising;2021-01-26

5. A review of comparative advertising research 1975–2018: Thematic and citation analyses;Journal of Business Research;2020-12

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