search query: @indexterm BRAND CHOICE / total: 192
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| Author: | Sorescu, A.B. Gelb, B.D. |
| Title: | Negative comparative advertising: evidence favoring fine-tuning |
| Journal: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 25-40 |
| Index terms: | Advertising Brand choice |
| Language: | eng |
| Abstract: | This study tested in the context of branded products a set of hypotheses derived from theory in political science concerning negative advertising messages: those that unfavorably compare brand B with brand A. |
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