Consumers' Responses to Positive and Negative Comparative Advertisements: The Moderating Effect of Current Brand Usage
| Year of publication: |
2012
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| Authors: | Muehling, Darrel D ; Laczniak, Russell N ; Ehrich, Kristine R |
| Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 11397767. - Vol. 34.2012, 1, p. 229-246
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