Please use this identifier to cite or link to this item: https://doi.org/10.1007/BF01731871
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dc.titleComparative advertising: Superiority despite interference?
dc.contributor.authorAng, S.-H.
dc.contributor.authorLeong, S.-M.
dc.date.accessioned2013-10-10T05:29:37Z
dc.date.available2013-10-10T05:29:37Z
dc.date.issued1994
dc.identifier.citationAng, S.-H.,Leong, S.-M. (1994). Comparative advertising: Superiority despite interference?. Asia Pacific Journal of Management 11 (1) : 33-46. ScholarBank@NUS Repository. <a href="https://doi.org/10.1007/BF01731871" target="_blank">https://doi.org/10.1007/BF01731871</a>
dc.identifier.issn02174561
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/45122
dc.description.abstractThe effect of comparative versus noncomparative advertising on consumer cognitions, attitudes, and behavioural intentions toward an advertised brand with or without interference from other ads was investigated. The experimental results indicated that the superiority of comparative over noncomparative advertising on attitudinal and behavioural intention responses observed immediately after exposure diminished following interference from subsequent exposure to other ads. However, its superiority on two cognitive dimensions - perceived brand similarity and quality - was maintained despite such interference. Implications of the findings and directions for future research are discussed. © 1994 Faculty of Business Administration National University of Singapore.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1007/BF01731871
dc.sourceScopus
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.doi10.1007/BF01731871
dc.description.sourcetitleAsia Pacific Journal of Management
dc.description.volume11
dc.description.issue1
dc.description.page33-46
dc.identifier.isiutNOT_IN_WOS
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