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

Presenter Information

William T. Neese, Troy UniversityFollow
William Foxx, Troy UniversityFollow
Dianne B. Eppler, Troy UniversityFollow

Keywords

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

Document Type

Proceedings Abstract