Consumers’ Evaluation of Ad-Brand Congruity in Comparative Advertising

Journal of International Consumer Marketing

Volumn 27, Issue 3, 2015, Pages 253-276

  Nagar, Komal ^a  

^a UNIVERSITY OF JAMMU   (India)

Author keywords

advertisement effectiveness; Comparative advertisements; congruity; MANOVA

Indexed keywords

EID: 84929575176     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1080/08961530.2014.999184     Document Type: Article

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