| 000 | 00929npc a2200181Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2014 xx 000 0 und d | ||
| 060 | _a658.8 | ||
| 100 | _aGUPTA, SEEMA | ||
| 245 |
_aSponsor, Ambusher and other _bConsumer response to three strategies |
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| 260 | _c2014 | ||
| 300 | _a76-87 | ||
| 520 | _aThis 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 | _aADVERISMENT | ||
| 653 | _aMARKETING | ||
| 700 | _aMAITY, MOUTUSY | ||
| 773 |
_oP15407 _nM _930733 _011191 _tVIKALPA |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c12586 _d12586 |
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