One-Sided Versus Two-Sided Comparative Message Appeals for...

One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions

Michael Etgar and Stephen A. Goodwin
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Volume:
8
Language:
english
Journal:
Journal of Consumer Research
DOI:
10.2307/2489035
Date:
March, 1982
File:
PDF, 346 KB
english, 1982
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