The effectiveness of comparative versus non-comparative advertising : do "strictly" comparative ads hurt credibility of non-professional service brands?
Year of publication: |
2015
|
---|---|
Authors: | Beard, Fred |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 3, p. 296-306
|
Subject: | Dienstleistungsmarketing | Services marketing | Vergleichende Werbung | Comparative advertising | Werbewirkung | Advertising effects | Printwerbung | Print advertising | USA | United States |
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