Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge
| Year of publication: |
2011
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|---|---|
| Authors: | Bei, Lien-Ti ; Chu, Chia-Hsien ; Shen, Yung-Cheng |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 13178519. - Vol. 17.2011, 4 (1.9.), p. 229-245
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