Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance
| Year of publication: |
2009
|
|---|---|
| Authors: | Yagci, Mehmet I. ; Biswas, Abhijit ; Dutta, Sujay |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 1897731. - Vol. 62.2009, 8, p. 768-775
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