Comparative Versus Noncomparative Messages: The Moderating Impact of Pre-Purchase attribute Verifiability.
| Year of publication: |
1995
|
|---|---|
| Authors: | Jain, S.P. ; Buchanan, B. ; Maheswaran, D. |
| Institutions: | William E. Simon Graduate School of Business Administration, University of Rochester |
| Subject: | COMMUNICATION | ADVERTISING | MARKETING |
| Series: | |
|---|---|
| Type of publication: | Book / Working Paper |
| Notes: | 28 pages |
| Classification: | M30 - Marketing and Advertising. General ; M31 - Marketing ; M37 - Advertising |
| Source: |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10005779832