Work

How brand attribute typicality and consumer commitment moderate the influence of comparative advertising

Year: 2007

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2007.10.002

Authors: Kishore Gopalakrishna Pillai, Ronald E. Goldsmith

Institutions: University of Leeds, Florida State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2010807784

FWCI: 5.903

Cites: 59

Cited by: 43

Related to: 10