How brand attribute typicality and consumer commitment moderate the influence of comparative advertising
| Year of publication: |
2008
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|---|---|
| Authors: | Pillai, Kishore Gopalakrishna ; Goldsmith, Ronald E. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 1897731. - Vol. 61.2008, 9, p. 933-941
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