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Keywords: Textual analysis
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Journal Articles
Journal of Product & Brand Management (2026) 35 (3): 374–387.
Published: 27 May 2025
... theories and adds a conceptual facet to frameworks of comparative advertising. Design/methodology/approach Following calls for comparative advertising research beyond US contexts, this paper uses an interpretive approach, namely, textual analysis as established by Barbara Stern, to analyze two Swiss...
