Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions
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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… read more here.
Keywords: claim substantiation; reactance; comparative advertising; activation ... See more keywords