Location

http://digitalcommons.kennesaw.edu/ama_proceedings/2017/GBL-MKTG_T05

Keywords

consumer ethnocentrism, comparative advertising, industry-specific personal characteristics, U.S. automobile industry, MANCOVA, Qualtrics panel

Document Type

Proceedings Abstract

Share

COinS
 

The Impact of Industry-Specific Consumer Ethnocentrism on the Effectiveness of Comparative Advertising

http://digitalcommons.kennesaw.edu/ama_proceedings/2017/GBL-MKTG_T05