Journal ArticleDOI
Comparative versus noncomparative advertising: A meta-analysis
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In this paper, the authors report the results from a meta-analysis that examines the efficacy of comparative advertising and conclude that comparative advertising can be used to improve the performance of advertising.Abstract:
Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysi...read more
Citations
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Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
TL;DR: In this paper, the authors synthesize relationship marketing empirical research in a meta-analytic framework and find that relationship investment has a large direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of relationship marketing on performance.
Journal ArticleDOI
Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
TL;DR: In this article, the authors synthesize relationship marketing empirical research in a meta-analytic framework and show that relationship investment has a large, direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of relationship marketing on performance.
Journal ArticleDOI
One hundred years of social psychology quantitatively described
TL;DR: A large number of social psychological conclusions are listed alongside meta-analytic information about the magnitude and variability of the corresponding effects as mentioned in this paper, and the results from more than 25,000 studies of 8 million people.
Journal ArticleDOI
Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators
TL;DR: In this paper, a meta-analytic review of antecedents and moderators of word-of-mouth (WOM) activity has been conducted, with customer commitment showing the strongest effect.
Journal ArticleDOI
Market Knowledge Dimensions and Cross-Functional Collaboration: Examining the Different Routes to Product Innovation Performance:
TL;DR: In this paper, the authors examine the dimensions or characteristics of market knowledge and how and why these resources influence product innovation performance, and they find that market knowledge specificity and cross-functional collaboration affect product innovation.
References
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Journal ArticleDOI
Concreteness, imagery, and meaningfulness values for 925 nouns
Journal ArticleDOI
The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations:
TL;DR: Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions in this paper.
Book
Methods of Meta-Analysis
Frank L. Schmidt,John E. Hunter +1 more
TL;DR: Methods of Meta-Analysis , Methods ofMeta-Analysis, کتابخانه مرکزی دانشگاه علوم پزشدکی ایران
Journal ArticleDOI
The impact of television advertising: learning without involvement
TL;DR: Krugman as discussed by the authors argued that television advertising may not always produce sales by changing attitudes, but it may change perceptions of the product in the course of merely shifting the relative salience of attitudes, especially when the purchaser is not particularly involved in the message.
Journal ArticleDOI
Mental imagery in associative learning and memory
TL;DR: For instance, Paivio and Yuille as mentioned in this paper found that the imagery set was no less effective than the verbal even with abstract pairs, while the verbal mediators were more effective than imagery.
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