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Journal of Promotion Management Volume 23, 2017 - Issue 1
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ARTICLES

The Effects of Comparative Advertising on Young Consumers’ Perceptions: Cross-Cultural Comparison Between the United States and Taiwan

Alexander MukTexas State University, San Marcos, Texas, USA
,
Christina ChungRamapo College of New Jersey,Mahwah, New Jersey, USACorrespondence[email protected]
&
En-Chi ChangPerfect Translation & Compunet Co., Ltd, Taichung, Taiwan
Pages 100-122 | Received 22 Aug 2015, Accepted 12 Feb 2016, Published online: 12 Dec 2016

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Read on this site (3)

Jianping Coco Huang. (2021) Gender and Celebrity Scandals: A Cross-Cultural Examination on Celebrity Endorsement. Journal of Promotion Management 27:1, pages 133-150.
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Linwan Wu & Taylor Jing Wen. (2019) Positive versus negative comparison in advertisements: the affect priming perspective. Journal of Promotion Management 25:7, pages 1009-1027.
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Andinet Gebreselassie & Roger Bougie. (2019) The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia. Journal of Promotion Management 25:6, pages 827-860.
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Articles from other publishers (2)

Ľubica Gajanová, Margaréta Nadányiová, Jana Majerová, Boris Kollár & Anna Pražáková. (2023) Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising. Communication Today, pages 66-84.
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Silke Bambauer-Sachse & Priska Heinzle. (2018) Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response. Journal of Retailing and Consumer Services 44, pages 82-90.
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