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Keywords: Product category involvement
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2012) 29 (3): 277–298.
Published: 25 May 2012
.... The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brand's relative market share: market leader, other brand) between‐subjects factorial design. Findings The results suggest...
