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Year of publication
Subject
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Vergleichende Werbung 136 Comparative advertising 119 Werbewirkung 60 Advertising effects 55 United States 46 USA 45 Deutschland 35 Consumer behaviour 33 Konsumentenverhalten 33 Werbung 32 Advertising 30 Germany 23 comparative advertising 23 Theorie 15 Theory 15 Comparison 13 Vergleich 13 Brand image 11 EU countries 11 EU-Staaten 11 Markenimage 11 Advertising regulation 9 Brand management 9 Markenführung 9 Werbebeschränkung 9 Comparative Advertising 8 Werbepsychologie 8 Psychology of advertising 7 Welfare analysis 7 Wohlfahrtsanalyse 7 Costs 6 Kosten 6 Signalling 6 advertising targets 6 analgesics 6 attack matrix 6 diversion ratios 6 push and pull effects 6 Competition law 5 Product information 5
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Online availability
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Free 30 Undetermined 28
Type of publication
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Article 90 Book / Working Paper 74
Type of publication (narrower categories)
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Article in journal 75 Aufsatz in Zeitschrift 75 Working Paper 17 Graue Literatur 16 Non-commercial literature 16 Arbeitspapier 15 Hochschulschrift 15 Dissertation u.a. Prüfungsschriften 10 Thesis 8 Aufsatz im Buch 7 Book section 7 Systematic review 3 Übersichtsarbeit 3 Collection of articles of several authors 2 Reprint 2 Sammelwerk 2 Amtsdruckschrift 1 Collection of articles written by one author 1 Conference paper 1 Government document 1 Konferenzbeitrag 1 Sammlung 1 Statistics 1 Statistik 1
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Language
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English 93 German 47 Undetermined 23 Dutch 1
Author
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Ciliberto, Federico 8 Liaukonyte, Jura 8 Renault, Régis 8 Anderson, Simon P. 7 Emons, Winand 6 Fluet, Claude 6 Barigozzi, Francesca 5 Peitz, Martin 5 Rennhak, Carsten 5 Alipranti, Maria 4 Beard, Fred 4 Anderson, Simon 3 Chakraborty, Archishman 3 Eschweiler, Maurice 3 Harbaugh, Rick 3 Heinzle, Priska 3 Helmig, Bernd 3 Jewell, Robert D. 3 Kalro, Arti D. 3 Marathe, Rahul R. 3 Mitrokostas, Evangelos 3 Petrakis, Emmanuel 3 Schwaiger, Manfred 3 Sivakumaran, Bharadhwaj 3 Tscheulin, Dieter K. 3 Wiltinger, Angelika 3 Bambauer-Sachse, Silke 2 Banerjee, Bibek 2 Beard, Fred K. 2 Boddewyn, Jean J. 2 Boudewyns, Vanessa 2 Chakrabarty, Patrali 2 Dornis, Tim W. 2 Fantapié Altobelli, Claudia 2 Garella, Paolo G. 2 Giacomantonio, Mauro 2 Helm, Roland 2 Kramer, Robert 2 Kruglanski, Arie W. 2 Laczniak, Russell N. 2
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Institution
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Department of Business Economics and Public Policy, Kelley School of Business 2 Department of Economics, University of Crete 2 Helmut-Schmidt-Universität 2 Théorie Économique, Modélisation, Application (THEMA), Université de Cergy-Pontoise 2 Université Paris-Dauphine (Paris IX) 2 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 2 Albert-Ludwigs-Universität Freiburg / Betriebswirtschaftliches Seminar 1 C.E.P.R. Discussion Papers 1 Centre Interuniversitaire de Recherche en Économie Quantitative (CIREQ) 1 Europäische Kommission 1 Institut für Marktorientierte Unternehmensführung <München> 1 International Advertising Association 1 Springer Fachmedien Wiesbaden 1 Wirtschaftswissenschaftliche Fakultät, Friedrich-Schiller-Universität Jena 1 Zentralverband der Deutschen Werbewirtschaft 1 eSocialSciences 1
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Published in...
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Journal of business research : JBR 5 Journal of advertising research 4 Journal of promotion management : JPM 4 Journal of current issues and research in advertising : JCIRA 3 Journal of marketing communications 3 Economics Papers from University Paris Dauphine 2 Europäische Hochschulschriften / 2 2 Europäisches Wirtschafts- und Steuerrecht : EWS ; Betriebs-Berater Europa 2 Freiburger betriebswirtschaftliche Diskussionsbeiträge 2 Hamburger Schriften zur Marketingforschung 2 Handelsforschung 2 Journal of advertising : official publication of the American Academy of Advertising 2 Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology 2 Journal of international consumer marketing 2 Journal of macromarketing : examining the interactions among markets, marketing, and society 2 MPRA Paper 2 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 2 Schriftenreihe Unternehmensführung und Marketing 2 THEMA Working Papers 2 The Rand journal of economics 2 University of Lüneburg Working paper series in economics 2 Wettbewerb in Recht und Praxis : wrp 2 Working Papers / Department of Business Economics and Public Policy, Kelley School of Business 2 Working Papers / Department of Economics, University of Crete 2 Zeitschrift für die gesamte Versicherungswissenschaft : Zeitschrift des Deutschen Vereins für Versicherungswissenschaft e.V. 2 Abante 1 Advertising in developing and emerging countries : the economic, political and social context 1 Annals - Economy Series 1 Arbeitspapiere 1 Asia Pacific journal of marketing and logistics 1 Betriebs-Berater : BB 1 CEPR Discussion Papers 1 CESifo Working Paper 1 CESifo Working Paper Series 1 CESifo working papers 1 CIRANO - Scientific Publications 2011s-75 1 Cahiers de recherche 1 Central European business review : CEBR 1 Communication Arts Books 1 Cracking the code : leveraging consumer psychology to drive profitability 1
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Source
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ECONIS (ZBW) 124 RePEc 22 USB Cologne (EcoSocSci) 13 USB Cologne (business full texts) 2 EconStor 2 ArchiDok 1
Showing 1 - 50 of 164
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A practical analysis of comparative advertising
Woźna-Burdziak, Weronika - In: European research studies 24 (2021) 4B, pp. 1019-1028
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Will direct comparative advertising works for a leading brand? : a study of the honey market
Srivastava, R. K. - In: International journal of comparative management 3 (2020) 1/2, pp. 125-141
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Non-comparative and comparative advertising in oligopolistic markets
Alipranti, Maria; Mitrokostas, Evangelos; Petrakēs, … - 2016
We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non-comparative...
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Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements
Wu, Linwan; Wen, Taylor Jing - In: International journal of advertising : the review of … 38 (2019) 2, pp. 296-315
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Positive versus negative comparison in advertisements : the affect priming perspective
Wu, Linwan; Wen, Taylor Jing - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 1009-1027
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Push-me pull-you : comparative advertising in the OTC analgesics industry
Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - 2015
We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...
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A review of comparative advertising research 1975-2018 : thematic and citation analyses
Barrio-García, Salvador del; Muñoz-Leiva, Francisco; … - In: Journal of business research : JBR 121 (2020), pp. 73-84
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The effects of comparative advertising on young consumers’ perceptions : cross-cultural comparison between the United States and Taiwan
Muk, Alexander; Chung, Christina; Chang, En Chi - In: Journal of promotion management : JPM 23 (2017) 1, pp. 100-122
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Non-comparative and comparative advertising in oligopolistic markets
Alipranti, Maria; Mitrokostas, Evangelos; Petrakis, Emmanuel - 2016
We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non-comparative...
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Trademarks, comparative advertising, and product imitations : an untold story of law and economics
Dornis, Tim W.; Wein, Thomas - 2016
Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart. Whereas American lawyers have cultivated a rather...
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Professionals' view of comparative advertising and the scholarly research literature : a review and synthesis
Bread, Fred - In: Journal of marketing communications 22 (2016) 3, pp. 271-283
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Push-me pull-you : comparative advertising in the OTC analgesics industry
Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - In: The Rand journal of economics 47 (2016) 4, pp. 1029-1056
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Vergleichende Werbung : Effekte der Konkretheit des Vergleichs und verschiedener Produktmerkmale als Vergleichsbasis auf Konsumentenreaktionen : eine empirische Analyse
Heinzle, Priska - 2019
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The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domest...
Neese, William T.; Foxx, William; Eppler, Dianne B. - In: Journal of global scholars of marketing science : … 29 (2019) 1, pp. 114-128
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Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - 2015
We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...
Persistent link: https://ebtypo.dmz1.zbw/10011307083
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Push-Me Pull-You : Comparative Advertising in the OTC Analgesics Industry
Anderson, Simon P. - 2015
We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...
Persistent link: https://ebtypo.dmz1.zbw/10013019411
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Comparative advertising : effects of concreteness and claim substantiation through reactance and activation on purchase intentions
Bambauer-Sachse, Silke; Heinzle, Priska - In: Journal of business research : JBR 84 (2018), pp. 233-242
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Comparative advertising for goods versus services : effects of different types of product attributes through consumer reactance and activation on consumer response
Bambauer-Sachse, Silke; Heinzle, Priska - In: Journal of retailing and consumer services 44 (2018), pp. 82-90
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Why are there cross-national differences in response to comparative advertising? : some mediators
Kim, Soojung; Jeong, Se-Hoon; Hwang, Yoori - In: Journal of marketing communications 24 (2018) 6, pp. 569-587
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The impact of competitiveness on consumer responses to comparative advertisements
Yucel-Aybat, Ozge; Kramer, Thomas - In: Journal of advertising : official publication of the … 47 (2018) 2, pp. 198-212
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Trademark rights, comparative advertising, and "perfume comparison lists" : an untold story of law and economics
Dornis, Tim W.; Wein, Thomas - 2014
Regarding trademarks, the EU and US regulate comparative advertising differently. One particular matter of significant difference is whether or not competitors are allowed to say they offer an imitation or replica of a trademarked product. In the US, competitors may claim equality of their...
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THE PROTECTION OF THE CONSUMERS’ RIGHTS REGARDING ONLINE MISLEADING AND COMPARATIVE ADVERTISING IN THE CONTEXT OF THE EUROPEAN UNION STRATEGY
ORZAN, GHEORGHE; PLATON, OTILIA-ELENA; IOSUB, IRINA; … - In: Annals - Economy Series 2 (2014) April, pp. 13-22
The development of the Internet as a new communication medium between companies and consumers has outlined in time a number of unique benefits for the marketing promotional strategy, but it also outlined several disadvantages often related to the violation of the consumers’ rights. Using...
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Pointing out differences : consumer evaluations of comparative information across product types
Pant, Anurag; Hsieh, Yi-ching; Lee, Monle; Shen, Chung-han - In: Journal of promotion management : JPM 20 (2014) 3, pp. 390-409
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Comparative versus Informative Advertising in Oligopolistic Markets
Alipranti, Maria; Mitrokostas, Evangelos; Petrakis, Emmanuel - Department of Economics, University of Crete - 2013
The present paper examines endogenously the firms ��incentives to invest in informative and comparative advertising, in an oligopolistic market with horizontally differentiated products where competition take place in quantities. We show that, in equilibrium the...
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Inferring Rationales from Choice : Identification for Rational Shortlist Methods
Dutta, Rohan; Horan, Sean - Centre Interuniversitaire de Recherche en Économie … - 2013
A wide variety of choice behavior inconsistent with preference maximization can be explained by Manzini and Mariotti's Rational Shortlist Methods. Choices are made by sequentially applying a pair of asymmetric binary relations (rationales) to eliminate inferior alternatives. Manzini and...
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In advertising, a double negative does not equal a positive
Gressel, Justin W.; Carlston, Donal E.; Oakley, James L. - In: Journal of promotion management : JPM 19 (2013) 4, pp. 470-487
Persistent link: https://ebtypo.dmz1.zbw/10010198650
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Vergleichende Werbung für die Positionierung neuer Marken : Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse
Kramer, Robert - 2017
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The ad format-strategy effect on comparative advertising effectiveness
Kalro, Arti D.; Sivakumaran, Bharadhwaj; Marathe, Rahul R. - In: European journal of marketing : EJM 51 (2017) 1, pp. 99-122
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Vergleichende Werbung für die Positionierung neuer Marken : Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse
Kramer, Robert - 2017
Anhand einer Strukturgleichungsanalyse zeigt der Autor auf, wie vergleichende Werbung durch die Rezipienten verarbeitet wird und in welchen Fällen Vorteile durch den Einsatz zu erwarten sind. Dabei untersucht er die Wirkung auf die Konsumenten in drei verschiedenen Produktkategorien und für...
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Comparative Advertising in Markets with Network Externalities
Alipranti, Maria; Petrakis, Emmanuel - Department of Economics, University of Crete - 2012
The present paper investigates the firms' incentives to invest in comparative advertising in a spatially differentiated duopoly market characterized by network externalities. We show that for a wide range of locations, determined by the interaction between the transportation cost, the network...
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Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
Anderson, Simon; Ciliberto, Federico; Liaukonyte, Jura; … - Volkswirtschaftliche Fakultät, … - 2012
We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted rivals. We watched all TV advertisements for OTC analgesics 2001-2005 to construct matrices of rival targeting and estimate the structural model. These attack matrices identify...
Persistent link: https://ebtypo.dmz1.zbw/10011108624
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Persuasive Puffery
Chakraborty, Archishman; Harbaugh, Rick - Department of Business Economics and Public Policy, … - 2012
Sellers often make explicit or implicit product claims without providing evidence. We show that such "puffery" of product attributes through pure cheap talk is credible and helps buyers make a better decision. Puffing one attribute of a product leads buyers to positively update their impression...
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Non-Comparative versus Comparative Advertising of Quality
Emons, Winand - 2012
Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the unobservable quality levels determines how the firms share the market. We consider two scenarios: In the first one, firms disclose quality; in the second one, they send costly signals...
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Non-Comparative Versus Comparative Advertising of Quality
Emons, Winand - 2012
Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the unobservable quality levels determines how the firms share the market. We consider two scenarios: in the first one, firms disclose quality; in the second one, they send costly signals...
Persistent link: https://ebtypo.dmz1.zbw/10013113303
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Content analysis of comparative claims in drug advertisements
Boudewyns, Vanessa; Williams, Pamela A. - In: International journal of pharmaceutical and healthcare … 10 (2016) 3, pp. 302-322
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Comparative advertising in the Czech Republic : an empirical study
Král, Petr; Machek, Martin; Karel, Tomáš - In: Central European business review : CEBR 5 (2016) 4, pp. 34-46
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Negative campaigning, fundraising, and voter turnout : a field experiment
Barton, Jared; Castillo, Marco; Petrie, Ragan - In: Journal of economic behavior & organization : JEBO 121 (2016), pp. 99-113
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Non-comparative versus comparative advertising as a quality signal
Emons, Winand; Fluet, Claude - 2011 - Version: February 2011
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Commercial free speech : evidence on the effects of mandatory disclaimers
Green, Kesten C.; Armstrong, Jon Scott - 2011
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Getting into Your Head(Ache): The Information Content of Advertising in the Over-the-Counter Analgesics Industry
Anderson, Simon; Ciliberto, Federico; Liaukonyte, Jura - Volkswirtschaftliche Fakultät, … - 2010
We study how much information firms include in their advertisements and what determines their choices. We use data from advertisement videos from the US OTC analgesics industry between 2001 and 2005 to measure information content in ads. For each video we code the number of cues it contains. The...
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An Eye for an Eye: Impact of Sequelization and Comparison in Advertisements on Consumer’s Perception of Brands
Chakrabarty, Patrali; Banerjee, Bibek - eSocialSciences - 2010
In this paper we demonstrate that the positive effects of comparative advertising are significantly diluted when a compared-to brand retaliates. Retaliation introduces sequencing in advertisements. We therefore evaluate sequelized advertisements (both comparative and noncomparative) alongside...
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Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan, Chanthika; Yuan, Yizhou - In: Asia Pacific journal of marketing and logistics 27 (2015) 4, pp. 535-558
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An investigation of consumers' responses to comparative "attack" ads
Vijayalakshmi, Akshaya; Muehling, Darrel D.; Laczniak, … - In: Journal of promotion management : JPM 21 (2015) 6, pp. 760-775
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Does explicit comparative advertising affect Indian consumers' attitudes towards low and high-involvement product?
Jain, Varsha; Trivedi, Rohit; Joshi, Vikrant; Daswani, … - In: International journal of emerging markets 10 (2015) 1, pp. 122-140
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Consumers' evaluation of ad-brand congruity in comparative advertising
Nagar, Komal - In: Journal of international consumer marketing 27 (2015) 3, pp. 253-276
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The effectiveness of comparative versus non-comparative advertising : do "strictly" comparative ads hurt credibility of non-professional service brands?
Beard, Fred - In: Journal of advertising research 55 (2015) 3, pp. 296-306
Persistent link: https://ebtypo.dmz1.zbw/10011397063
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The influence of comparative advertising on consumer ethnocentrism in the American automobile market
Neese, William T.; Haynie, Jeffrey J. - In: Journal of marketing theory and practice 23 (2015) 3, pp. 321-337
Persistent link: https://ebtypo.dmz1.zbw/10011312657
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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of business research : JBR 67 (2014) 7, pp. 1559-1566
Persistent link: https://ebtypo.dmz1.zbw/10010379270
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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of Business Research 67 (2014) 7, pp. 1559-1566
When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the...
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Repositioning Trademark Laws as Tools for Socioeconomic Development
Oyewunmi, Adejoke Omolola - In: Journal of Developing Societies 30 (2014) 1, pp. 69-90
This article examines the provisions of Nigerian trademark laws on comparative advertising. It criticizes the dichotomy between registrations under parts A and B of the register in this regard, and makes the case that the blanket prohibition of comparative advertising in respect of marks...
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