THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis

By Yung Kyun Choi, Gordon E. Miracle. 2004

125 citations recorded by the source corpus.

Subfields: Communication, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/215731dd5390f41ddae9f6fa8159187daa13a034

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Communication

1. Daniel J. O'Keefe
2. Jos Hornikx

In Marketing

1. Daniel J. O'Keefe
2. Jos Hornikx

In Social Psychology

1. Daniel J. O'Keefe
2. Jos Hornikx

Citations in the corpus

• Adapting Consumer Advertising Appeals to Cultural Values A Meta-Analytic Review of Effects on Persuasiveness and Ad Liking (2009, background): “…of culturally adapted ads with culturally unadapted ads have based adaptation on such message elements as (non)comparative advertising (Choi & Miracle, 2004), attribute-focused or context-focused pictures (Meng, 2004), and associational or claimless information (Wells & Van Auken,…”