Comparative advertising effectiveness in different national cultures
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- Aaker, Jennifer L & Williams, Patti, 1998. " Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 241-61, December.
- Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 87-99, June.
- Miniard, Paul W. & Rose, Randall L. & Manning, Kenneth C. & Barone, Michael J., 1998. "Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis," Journal of Business Research, Elsevier, vol. 41(2), pages 137-143, February.
- Pechmann, Cornelia & Ratneshwar, S, 1991. " The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 145-60, September.
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