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

Descripción:

Theoretical and Contextual Nuances in Inoculation Theory | In Defense of the Country of Origin Image | Bobi Ivanov | Taschenbuch | Englisch | VDM Verlag Dr. Müller | EAN 9783639178654 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. N° de ref. del artículo 101534824

Denunciar este artículo

Sinopsis:

Reseña del editor: 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. The results illustrate the superiority of refutational over supportive and restoration messages in protecting the positive COO image when facing single or multiple attacks. 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). Combined refutational defenses work better than mismatching refutational defenses, but not as well as matching refutational defenses. However, when facing multiple attacks, matching and combined refutational defenses work equally well and better than mismatching refutational defenses.