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Keywords: Leading brand
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (4): 345–354.
Published: 21 June 2013
... respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading brand and its price or “brand X” without price information). Findings This research provides original evidence that the comparative ad that cites the name and price of the leading...
