Effects of perceived product similarity and ad claims on brand responses in comparative advertising

Asia Pacific Journal of Marketing and Logistics

Volumn 27, Issue 4, 2015, Pages 535-558

  Pornpitakpan, Chanthika ^a   Yuan, Yizhou ^a  

^a UNIVERSITY OF MACAU   (Macao)

Author keywords

Ad claims; Category substitution; Comparative advertising; Perceived similarity; Schema congruity

Indexed keywords

EID: 84942015862     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/APJML-05-2014-0086     Document Type: Article

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