Work

Consumers' Responses to Positive and Negative Comparative Advertisements: The Moderating Effect of Current Brand Usage

Year: 2013

Type: article

Source: Journal of Current Issues & Research in Advertising

DOI: 10.1080/10641734.2013.787582

Authors: Darrel D. Muehling, Russell N. Laczniak, Kristine R. Ehrich

Institutions: Washington State University, Iowa State University, University of San Diego

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2023130445

FWCI: 2.971

Cites: 52

Cited by: 10

Related to: 10