Consumer Reactions to Explicit Brand Comparisons in Advertisements
Journal of marketing research, 1979-11, Vol.16 (4), p.517-532 [Peer Reviewed Journal]Copyright 1979 American Marketing Association ;Copyright American Marketing Association Nov 1979 ;ISSN: 0022-2437 ;EISSN: 1547-7193 ;DOI: 10.1177/002224377901600408 ;CODEN: JMKRAE
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