Comparative advertising effectiveness in different national cultures

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Date: Nov. 2002
From: Journal of Business Research(Vol. 55, Issue 11)
Publisher: Elsevier B.V.
Document Type: Article
Length: 59 words

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Abstract :

The cross-cultural differences in persuasion effectiveness of three advertisement types such as direct comparative, indirect comparative and noncomparative advertisements, between subjects in the United States and Korea using relative measures are studied. The result shows that there are main and interactive effects of country and advertisement type between these two countries especially on attitudes toward brand and purchase intentions.

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Gale Document Number: GALE|A127473241