The Effect of Self-Construals on the Effectiveness of Comparative Advertising
This research focuses on how an individual's self-construal (interdependent and independent) together with advertising format influences the evaluation of advertisements as well as the advertised brand. In the context of comparative versus noncomparative ad formats we examine the influence of self-c...
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| Autori principali: | , , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Marketing Management Association
2011-01-01
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| Serie: | Marketing Management Journal |
| Accesso online: | https://doi.org/10.63963/001c.151011 |
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