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Effects of perceived product similarity and ad claims on brand responses in comparative advertising Journal article
Pornpitakpan,Chanthika, Yuan,Yizhou. Effects of perceived product similarity and ad claims on brand responses in comparative advertising[J]. Asia Pacific Journal of Marketing and Logistics, 2015, 27(4), 535-558.
Authors:  Pornpitakpan,Chanthika;  Yuan,Yizhou
Favorite | TC[WOS]:4 TC[Scopus]:4 | Submit date：2019/08/01
Ad Claims  Category Substitution  Comparative Advertising  Perceived Similarity  Schema Congruity  
Effects of perceived product similarity and ad claims on brand responses in comparative advertising Journal article
Pornpitakpan, C., Yuan, Y.. Effects of perceived product similarity and ad claims on brand responses in comparative advertising[J]. Asia Pacific Journal of Marketing and Logistics, 2015, 535-558.
Authors:  Pornpitakpan, C.;  Yuan, Y.
Favorite | TC[WOS]:4 TC[Scopus]:4  IF:3.9/4.6 | Submit date：2023/08/20
Ad Claims  Category Substitution  Comparative Advertising  Perceived Similarity  Schema Congruity  
The effect of product similarity and comparative product attributes on category substitution Conference paper
Pornpitakpan, C., Yuan, Y.. The effect of product similarity and comparative product attributes on category substitution[C], Bangkok, Thailand:Academy for Global Business Advancement, 2013, 714-729.
Authors:  Pornpitakpan, C.;  Yuan, Y.
Favorite |  | Submit date：2023/08/20
product similarity  schema incongruity  self-construal  category substitution