haku: @author Sorescu, A.B. / yhteensä: 1
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| Tekijä: | Sorescu, A.B. Gelb, B.D. |
| Otsikko: | Negative comparative advertising: evidence favoring fine-tuning |
| Lehti: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 25-40 |
| Asiasana: | Advertising Brand choice |
| Kieli: | eng |
| Tiivistelmä: | 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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