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Published in 2018 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2017.11.025
Abstract: In this paper, we examine positive (activation) and negative (reactance) effects of concrete versus non-concrete comparative advertising and the impact of claim substantiation in such comparative advertising on purchase intentions. We also analyze the moderating…
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Keywords:
claim substantiation;
reactance;
comparative advertising;
activation ... See more keywords