Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis

The framing correspondence hypothesis proposes that a measure's ability to detect advertising effects depends on the degree of correspondence between the encoding frame used during ad processing and the measure's response frame. Consistent with this hypothesis, prior research has shown tha...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of business research 1998-02, Vol.41 (2), p.137-143
Hauptverfasser:	Miniard, Paul W., Rose, Randall L., Manning, Kenneth C., Barone, Michael J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements Advertising Comparative studies Correspondence Hypotheses Impact analysis
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!