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Keywords: Direct and indirect comparative ads
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (1): 99–122.
Published: 13 February 2017
... the following question as well: “Market leader” comparisons “Multi-brand” comparisons Direct and indirect comparative ads Perceived manipulative intent Attitude-toward-the-Ad RQ2. Is the interplay between comparison strategy (“market leader” versus “multi-brand”) and comparative...
