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Brand Congruity and Comparative Advertising: When and Why Comparative Advertisements Lead to Greater Elaboration
Joseph R. Priester, John Godek, D. J. Nayakankuppum and Kiwan ParkVolume:
14
Year:
2004
Language:
english
Journal:
Journal of Consumer Psychology
DOI:
10.2307/1480378
File:
PDF, 346 KB
english, 2004