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Using strengths to attack weaknesses – The effect of comparative advertising on purchasing intention of green products
Firms increasingly use comparative advertising in green marketing to convey information of green products to consumers, but there is still a lack of research on the effect and mechanism of comparative advertising in the green products field. Across four experimental studies, we show that comparative...
| Autores principales: | , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9687388/ https://www.ncbi.nlm.nih.gov/pubmed/36438390 http://dx.doi.org/10.3389/fpsyg.2022.1051856 |