Theoretical and Contextual Nuances in Inoculation Theory: In Defense of the Country of Origin Image - Couverture souple

Ivanov, Bobi

 
9783639178654: Theoretical and Contextual Nuances in Inoculation Theory: In Defense of the Country of Origin Image
Couverture souple
ISBN 10 : 3639178653 ISBN 13 : 9783639178654
Editeur : VDM Verlag, 2009

Synopsis

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.

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Présentation de l'éditeur

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.

Biographie de l'auteur

Bobi Ivanov is Assistant Professor in the School of Journalism and Telecommunications at the University of Kentucky; Michael Pfau is Professor and Chair in the Department of Communication at the University of Oklahoma; Kimberly A. Parker is Assistant Professor in the Department of Communication at Bellarmine University

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
VDM Verlag
Date d'édition
2009
Langue
anglais
ISBN 10 
3639178653
ISBN 13 
9783639178654
Reliure
Broché
Nombre de pages
108
Coordonnées du fabricant
non disponible
Personne responsable
non disponible