Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

Journal of Marketing Communications

Volumn 17, Issue 4, 2011, Pages 229-244

  Beia, Lien Ti ^a   Chub, Chia Hsien ^b   Shenc, Yung Cheng ^c  

^a NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

^b Department of Collaborative Commerce   (Taiwan)

^c NATIONAL TAIWAN NORMAL UNIVERSITY   (Taiwan)

Author keywords

Assimilation; Comparative advertising; Context effect; Contrast; Perceived similarity

Indexed keywords

EID: 80052422029     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260903478367     Document Type: Article

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