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 Theoretical and Contextual Nuances in Inoculation Theory. In Defense of the Country of Origin Image
Наименование:

Theoretical and Contextual Nuances in Inoculation Theory. In Defense of the Country of Origin Image

автор Bobi I. издательство Книга по Требованию Основы социологии
Cтраниц 108        мягкая обложка       
Аннотация:Also, the results indicate that refutational defenses, in which the message content (affective, cognitive or combined) is matched with the base of the attitude (affective or cognitive), provide best protection against combined competitor attacks (affective and cognitive). However, when facing multiple attacks, matching and combined refutational defenses work equally well and better than mismatching refutational defenses. Combined refutational defenses work better than mismatching refutational defenses, but not as well as matching refutational defenses. The results illustrate the superiority of refutational over supportive and restoration messages in protecting the positive COO image when facing single or multiple attacks. This investigation tested the ability of different resistance strategies to protect the positive COO image attributed to products in the face of singe and multiple competitor attacks.
Автор: Bobi I.
Издательство: Книга по Требованию
Год:2009
Цена:
1996 руб
Нет в наличии
Поиск: Theoretical and Contextual Nuances in Inoculation Theory. In Defense of the Country of Origin Image
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
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