The ad format-strategy effect on comparative advertising...

The ad format-strategy effect on comparative advertising effectiveness

Kalro, Arti D., Sivakumaran, Bharadhwaj, Marathe, Rahul R.
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Volume:
51
Language:
english
Journal:
European Journal of Marketing
DOI:
10.1108/EJM-11-2015-0764
Date:
February, 2017
File:
PDF, 203 KB
english, 2017
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