The Influence of Service Guarantee and Comparative Advertisement on Consumer’s Perception Risk
碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === The nature of perceived risk is even more prevalent in services buying behavior than buying a physical product (Mitchell and Prince, 1992). Marketers can reduce risk in a variety of ways including providing general or specific information, guarantees/warrantee...
Main Authors: | Yi-Wan Lu, 盧儀菀 |
---|---|
Other Authors: | Shao—Cheng Cheng |
Format: | Others |
Language: | zh-TW |
Published: |
2004
|
Online Access: | http://ndltd.ncl.edu.tw/handle/42878825240792115244 |
Similar Items
-
The Influence of Endorsement Advertising in Service on Consumer Perceived Risk
by: Chou, Hung-yun, et al.
Published: (1999) -
The Influence of Consumers' Attitude for Comparative Advertising
by: Lai Hui Hung, et al.
Published: (1993) -
Intentions to buy a service: The influence of service guarantees, general information and price information in advertising
by: C. Boshoff
Published: (2003-03-01) -
Consumer perceptions of retailer’s price-matching guarantees
by: Cheng Ti, et al.
Published: (2005) -
The effects of contextual cues on consumers' perceptions of comparative price advertisments
by: Hyun, Soeun
Published: (2014)