Advertising assertiveness and effectiveness: the role of product involvement

Stephen Dahl; Sianne Marie Gordon-Wilson

Advertising assertiveness and effectiveness: the role of product involvement

Stephen Dahl, Sianne Marie Gordon-Wilson

University of Hull

Research output: Contribution to conference › Paper › peer-review

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Abstract

This paper examined the influence of assertive and non- assertive claims on advertising effectiveness, moderated by product involvement within an environmental context.

Original language	English
Pages	1-6
Publication status	Published - 2013
Event	Academy of Marketing, Marketing Relevance - University of Glamorgan, Glamorgan, United Kingdom Duration: 8 Jul 2013 → 11 Jul 2013

Conference

Conference	Academy of Marketing, Marketing Relevance
Country/Territory	United Kingdom
City	Glamorgan
Period	8/07/13 → 11/07/13

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GORDON-WILSON_2015_cright_AMMRconf_Advertising Assertiveness and EffectivenessAccepted author manuscript (Post-print), 259 KB

https://marketing.conference-services.net/reports/template/onetextabstract.xml?xsl=template/onetextabstract.xsl&conferenceID=3554&abstractID=735822

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title = "Advertising assertiveness and effectiveness: the role of product involvement",

abstract = "This paper examined the influence of assertive and non- assertive claims on advertising effectiveness, moderated by product involvement within an environmental context.",

author = "Stephen Dahl and Gordon-Wilson, {Sianne Marie}",

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language = "English",

pages = "1--6",

note = "Academy of Marketing, Marketing Relevance ; Conference date: 08-07-2013 Through 11-07-2013",

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Dahl, S & Gordon-Wilson, SM 2013, 'Advertising assertiveness and effectiveness: the role of product involvement', Paper presented at Academy of Marketing, Marketing Relevance, Glamorgan, United Kingdom, 8/07/13 - 11/07/13 pp. 1-6. <https://marketing.conference-services.net/reports/template/onetextabstract.xml?xsl=template/onetextabstract.xsl&conferenceID=3554&abstractID=735822>

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T2 - Academy of Marketing, Marketing Relevance

AU - Dahl, Stephen

AU - Gordon-Wilson, Sianne Marie

PY - 2013

Y1 - 2013

N2 - This paper examined the influence of assertive and non- assertive claims on advertising effectiveness, moderated by product involvement within an environmental context.

AB - This paper examined the influence of assertive and non- assertive claims on advertising effectiveness, moderated by product involvement within an environmental context.

M3 - Paper

SP - 1

EP - 6

Y2 - 8 July 2013 through 11 July 2013

ER -

Advertising assertiveness and effectiveness: the role of product involvement

Abstract

Conference

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