Advertising assertiveness and effectiveness: the role of product involvement

Stephen Dahl, Sianne Marie Gordon-Wilson

    Research output: Contribution to conferencePaperpeer-review

    359 Downloads (Pure)

    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
    Country/TerritoryUnited Kingdom
    CityGlamorgan
    Period8/07/1311/07/13

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