Will direct comparative advertising works for a leading brand? : a study of the honey market
R.K. Srivastava
| Year of publication: |
2020
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| Authors: | Srivastava, R. K. |
| Published in: |
International journal of comparative management. - [Olney, Bucks.] : Inderscience Enterprises Ltd, ISSN 2514-412X, ZDB-ID 3004197-1. - Vol. 3.2020, 1/2, p. 125-141
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| Subject: | comparative advertising | brands | promotion | brand building | types of product | elaboration likelihood model | honey market | India | Markenführung | Brand management | Indien | Werbewirkung | Advertising effects | Vergleichende Werbung | Comparative advertising | Werbung | Advertising | Markenartikel | Brand | Honig | Honey | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJCM.2020.107338 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012251000