The Effects of Corrective Advertising on Company Image A Cross-cultural Study of the USA and Canada

Metin N. Gurol, Erdener Kaynak

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

Corrective advertising, that is, advertising designed compulsorily to undo misleading impressions created by deceptive advertising, is shown in this paper to have an impact on the reputation of the company required to run such advertisements. The authors report on experiments conducted in the United States and Canada to measure the nature and extent of the impact.

Original languageEnglish (US)
Pages (from-to)113-127
Number of pages15
JournalInternational Journal of Advertising
Volume3
Issue number2
DOIs
Publication statusPublished - Jan 1 1984

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All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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