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Keywords: Inspiration
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (3): 459–480.
Published: 09 February 2024
... the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising. Design/methodology/approach A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative...
