The Effect of Product Positioning in a Comparison Table on Consumers' Evaluation of a Sponsor

Authors

Jungsil Choi, Cleveland State UniversityFollow
Duane W. Myer

Document Type

Article

Publication Date

2012

Publication Title

Marketing Letters

Keywords

Marketing

Disciplines

Advertising and Promotion Management

Recommended Citation

Choi, J., Myer, D. W. (2012). The Effect of Product Positioning in a Comparison Table on Consumers' Evaluation of a Sponsor. Marketing Letters, 23, pp. 367-380.

DOI

10.1007/s11002-012-9162-9

Version

Postprint

Publisher's Statement

“The final publication is available at Springer via http://dx.doi.org/[insert DOI]”."

Volume

23