Comparative Advertising Effectiveness: The Role of Involvement and Source Credibility

Previous research on the persuasive impact of comparative advertising has produced inconsistent results. Consequently, researchers have suggested lack of credibility and the need for higher involvement as two problems which might impede the persuasive impact of comparative advertising. However, virt...

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Veröffentlicht in:	Journal of advertising 1991-03, Vol.20 (1), p.38-45
Hauptverfasser:	Gotlieb, Jerry B., Sarel, Dan
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising campaigns Advertising Research Analysis Attribution theory Brands Comparative advertising Comparative studies Consumer behavior Consumer motivation Consumer research Credibility Effects Empirical evidence Hypotheses Marketing Participation Theory Truthfulness and falsehood Variance analysis
Online-Zugang:	Volltext
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