Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

Journal of Business Research

Volumn 62, Issue 8, 2009, Pages 768-774

  Yagci, Mehmet I ^a   Biswas, Abhijit ^b   Dutta, Sujay ^b  

^a MERSIN UNIVERSITY   (Turkey)

^b WAYNE STATE UNIVERSITY   (United States)

Author keywords

Attribute relevance; Brand image; Characterization correction model.; Comparative ad; Persuasion knowledge model

Indexed keywords

EID: 65449151302     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.03.005     Document Type: Article

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