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Journal of Marketing Communications Volume 24, 2018 - Issue 7
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Original Articles

The effects of tolerance of negativity on consumers’ responses to comparative attack advertising

Darrel D. MuehlingDepartment of Marketing, Carson College of Business, Washington State University, Pullman, WA, USACorrespondence[email protected]
,
Akshaya VijayalakshmiDepartment of Marketing, University of South Dakota, Vermillion, SD, USA
&
Russell N. LaczniakIowa State University, Ames, IA, USA
Pages 703-719 | Received 30 Nov 2015, Accepted 19 Jul 2016, Published online: 03 Aug 2016

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Read on this site (2)

Veronica L. Thomas & Kendra Fowler. (2021) Turn the Other Cheek or an Eye for an Eye: Exploring Brand-to-Brand Dialogue on Social Media. Journal of Advertising 50:4, pages 441-460.
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Alessandro Nai & Henrik Bech Seeberg. (2018) A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity. Journal of Marketing Communications 24:4, pages 412-432.
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Articles from other publishers (3)

Christina Papadopoulou, Aristeidis Theotokis & Magnus Hultman. (2023) Managerial mindset effects on international marketing strategy adaptation decisions. Industrial Marketing Management 115, pages 266-280.
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Hongjie Sun, Yong (Eddie) Luo, Feifei Liu & Ben Lowe. (2023) The Advertisement Puts Me Down, But I Like It. Journal of Advertising Research 63:2, pages 160-171.
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Salvador del Barrio-García, Francisco Muñoz-Leiva & Linda Golden. (2020) A review of comparative advertising research 1975–2018: Thematic and citation analyses. Journal of Business Research 121, pages 73-84.
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