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Keywords: Comparative advertising
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (4): 345–354.
Published: 21 June 2013
...Christian Dianoux; Jean‐Luc Herrmann; Helen Zeitoun Purpose The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (5): 390–391.
Published: 27 July 2012
... . Armonk, NY and London : M.E. Sharpe 2012 . 331 pp. , ISBN: 9 780765 629654 © Emerald Group Publishing Limited 2012 --> Marketing theory and practice Marketing mix management Targeting Consumer interaction Comparative advertising Brand experience Consumer generated product...
