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Damage from corrective advertising: causes and cures

Darke, Peter R. - ; Ritchie, Robin J.B. - ; Ashworth, Laurence - ;

Corrective advertising can be problematic because it undermines responses both to other products advertised by the corrected firm and to products advertised by second-party advertisers. However, a positive reputation insulates second-party firms from these carryover effects, provided that this reputation is based on an endorsement from an independent regulator. Furthermore, firm responses that include an explanation for the misleading claim prove to be effective in avoiding the negative side effects of correction. These findings add to the correction literature by (1) showing that this form of regulation can have much broader side effects than demonstrated previously, (2) identifying distrust as the mechanism by which these effects occur, and (3) suggesting strategies to protect firms from the negative side effects of correction. The findings also support the defensive consumer distrust model and help define the scope of this model..Printed journal


Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekModels
Impact analysis
studies
Reputations
Corrective advertising
ISBN/ISSN222429
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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