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Keywords: Comparative advertising
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Journal Articles
Journal of Product & Brand Management (2026) 35 (3): 374–387.
Published: 27 May 2025
...Janina Rebecca Kauz; Johanna F. Gollnhofer Purpose The purpose of this paper is to investigate a form of indirect comparative advertising in which an advertiser makes it clear which specific brand is being referenced without explicitly naming it (implicit referencing). This extends existing...
