Skip to Main Content
Human Factors of a Global Society
book

Human Factors of a Global Society

by Tadeusz Marek, Waldemar Karwowski, Marek Frankowicz, Jussi Kantola, Pavel Zgaga
June 2014
Beginner to intermediate content levelBeginner to intermediate
1177 pages
50h 23m
English
CRC Press
Content preview from Human Factors of a Global Society
372 Human Factors of a Global Society
RESEARCH FINDINGS
The research ndings corroborated the initial assumptions concerning the results of the indirect
negative comparative advertising. It turned out that the presented commercials indeed increased
the brand equity of the advertiser (i.e., Link 4) and, moreover, had an unfavorable effect on a few
elements that build the brand equity of rival companies.
1. The inuence of indirect comparative advertising by Link 4 on the insurance agent’s
image.
a. After the ad exposition, a decrease in positive opinions about an insurance agent’s
image was clearly observable.
b. The agent’s image deprec
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Communicate with Teams More Effectively

Communicate with Teams More Effectively

Charles Humble
The University Challenge

The University Challenge

Edward Byrne, Charles Clarke

Publisher Resources

ISBN: 9781466572867