Work

Shaping the Route to Attitude Change: Central versus Peripheral Processing through Comparative versus Noncomparative Advertising

Year: 1989

Type: article

Source: Journal of Marketing Research

DOI: 10.1177/002224378902600205

Author: Cornelia Dröge

Institution: Michigan 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: W2331466215

FWCI: 19.4

Cites: 38

Cited by: 182

Related to: 10