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- W2026493755 abstract "Abstract This study extends the research into the developing field of across-class associational advertising, finding that claims featuring a forthcoming model with a quality reputation for the manufacturer may be superior to non-across-class advertising for producing quality enhancements and a subsequent good value perception. However, such across-class comparisons involving an existing model without a quality advantage are likely to fail, as they may invite contrast effects. In addition, the authors experimentally vary and evaluate ad copy factors such as third-party endorsements and the number of associational prompts." @default.
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- W2026493755 date "2006-08-09" @default.
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- W2026493755 title "Developing Perspectives into Across-Class Associational Advertising" @default.
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- W2026493755 doi "https://doi.org/10.1300/j057v12n02_08" @default.
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