Work

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

Year: 2012

Type: article

Source: Journal of Consumer Psychology

DOI: 10.1016/j.jcps.2012.07.001

Authors: Michael J. Barone, Robert D. Jewell

Institutions: University of Louisville, Kent State University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2134568464

FWCI: 3.648

Cites: 52

Cited by: 17

Related to: 10