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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