The effect of comparative advertising on consumer perceptions: Similarity or differentiation?

Journal of Business and Psychology

Volumn 25, Issue 1, 2010, Pages 109-118

  Soscia, Isabella ^a   Girolamo, Simona ^b   Busacca, Bruno ^a  

^a BOCCONI UNIVERSITY   (Italy)

^b TELECOM ITALIA   (Italy)

Author keywords

Advertising effectiveness; Comparative advertising; Involvement; Perceived differentiation; Perceived similarity

Indexed keywords

EID: 76649091577     PISSN: 08893268     EISSN: None     Source Type: Journal    
DOI: 10.1007/s10869-009-9130-4     Document Type: Article

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