The effects of comparative advertising on the department store image: an experimental analysis
Introduction Manufacturers have recently been using comparative advertising for the apparent purpose of producing clearer and more favorable brand images. A number of empirical studies have measured the effects of manufacturer sponsored comparative advertising and identified some situations where...
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| Format: | Others |
| Language: | en |
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Virginia Polytechnic Institute and State University
2017
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| Online Access: | http://hdl.handle.net/10919/74783 |