Advertising assertiveness and effectiveness: the role of product involvement

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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 languageEnglish
Pages1-6
Publication statusPublished - 2013
EventAcademy of Marketing, Marketing Relevance - University of Glamorgan, Glamorgan, United Kingdom
Duration: 8 Jul 201311 Jul 2013

Conference

ConferenceAcademy of Marketing, Marketing Relevance
CountryUnited Kingdom
CityGlamorgan
Period8/07/1311/07/13

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