Product categorization and consumers' prior knowledge: implications for comparative advertising
Over the years, marketing researchers have conducted several investigations measuring the effectiveness of comparative advertising. The results of the investigations in this stream of research have been equivocal. While the results of some of the studies show comparative advertising inferior to nonc...
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| Format: | Others |
| Language: | en_US |
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Virginia Polytechnic Institute and State University
2015
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| Online Access: | http://hdl.handle.net/10919/54360 |