Citations (9)
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Alexander Muk, Christina Chung & En-Chi Chang. (2017) The Effects of Comparative Advertising on Young Consumers’ Perceptions: Cross-Cultural Comparison Between the United States and Taiwan. Journal of Promotion Management 23:1, pages 100-122.
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Chingching Chang. (2007) The Relative Effectiveness of Comparative and Noncomparative Advertising: Evidence for Gender Differences in Information-Processing Strategies. Journal of Advertising 36:1, pages 21-35.
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PaulW. Miniard, RandallL. Rose, MichaelJ. Barone & KennethC. Manning. (1993) On the Need for Relative Measures When Assessing Comparative Advertising Effects. Journal of Advertising 22:3, pages 41-57.
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Thomas E. Barry. (1993) Twenty Years of Comparative Advertising in the United States. International Journal of Advertising 12:4, pages 325-350.
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Articles from other publishers (5)
John H. Holmes, Durdana Ozretic Dosen & Scott Greenstone. 2015. Proceedings of the 1995 World Marketing Congress. Proceedings of the 1995 World Marketing Congress
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Shailendra Pratap Jain, Bruce Buchanan & Durairaj Maheswaran. (2000) Comparative Versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability. Journal of Consumer Psychology 9:4, pages 201-211.
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Sukumar Kavanoor, Dhruv Grewal & Jeff Blodgett. (1997) Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions. Journal of Business Research 40:3, pages 219-227.
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Roger Bennett. (1997) Communicator credibility, personality factors and customer responses to comparative advertising claims. Marketing Intelligence & Planning 15:2, pages 85-96.
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Patrali Chakrabarty & Bibek Banerjee. (2016) Plot Extension in Advertising: Behind Parodies and Sequels. SSRN Electronic Journal.
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