KOREASCHOLAR

COMPETITIVE CLUTTER – NOT TOO BAD AFTER ALL?

Nadine A. Schirmer
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271102
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.640-645
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research analyzes the effects of competitive advertising in women’s magazines on the consumer using an experiment. In addition to replicating adverse interference effects of competitive advertising on memory in a real-world media environment, this study demonstrates that it also induces an increased product category desire for the advertised product category.

Keyword
Product categoryMedia environmentWomen’s magazineConsumer behav-iorAdvertising
Author
  • Nadine A. Schirmer(Ludwig-Maximilians-University Munich)