Mimouni, Aîda; Sabri-Zaaraoui, Ouidade; Parguel, Béatrice - HAL - 2010
This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers …. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers …' competitive advertising improves consumers' perceptions of the variety of the retailer's assortment, which has a positive impact …