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- W2048838045 abstract "Abstract Product involvement segmentation was used to test advertising effectiveness, producing a three-way interaction effect among high versus low brand involvement, comparative versus non-comparative verbal strategy, and market share. The three existing brands of domestic luxury sedans included in our study were the market leading Cadillac Sedan Deville, the Lincoln Town Car with the second largest market share, and a lagging brand (the Chrysler Imperial). Applying involvement segmentation can enable marketers to design advertising strategies which produce more favorable responses among consumers with stronger purchase intentions toward the sponsoring brand, consumers who cannot be identified through demographic variables alone (e.g., income)." @default.
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- W2048838045 date "1997-08-29" @default.
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- W2048838045 title "Evaluating the Effectiveness of Comparative Advertising Using Product Involvement Segmentation in the U.S. Automobile Industry" @default.
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- W2048838045 doi "https://doi.org/10.1300/j142v01n02_05" @default.
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