Associative Positioning Strategies through Comparative...

Journal of Marketing Research 1987 / 11 Vol. 24; Iss. 4

Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches

Dröge, Cornelia, Darmon, René Y.
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Volume:
24
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1177/002224378702400405
Date:
November, 1987
File:
PDF, 1.52 MB
english, 1987
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