Sponsor, Ambusher and other (Record no. 12586)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00929npc a2200181Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2014 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | GUPTA, SEEMA |
| 245 ## - TITLE STATEMENT | |
| Title | Sponsor, Ambusher and other |
| Remainder of title | Consumer response to three strategies |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2014 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 76-87 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This article investigates consumer responses to sponsors, ambushers and firms that pursue a neither strategy by using the Resource Advantage Theory and the Hierarchy of effects model. It is found that through sponsors achieve competitive advantagein terms of consumer awareness against ambushers and ambushers attain competitive advantage against others, the realtionship between awareness and attitude is significant only for others and not forsponser or ambushers. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | ADVERISMENT |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | MAITY, MOUTUSY |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P15407 |
| Note | M |
| Host Itemnumber | 30733 |
| Host Biblionumber | 11191 |
| Title | VIKALPA |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.