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Search: subject:"comparative ads"
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European journal of marketing : EJM
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ECONIS (ZBW)
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The ad format-strategy effect on comparative advertising effectiveness
Kalro, Arti D.
;
Sivakumaran, Bharadhwaj
;
Marathe, Rahul R.
- In:
European journal of marketing : EJM
51
(
2017
)
1
,
pp. 99-122
Persistent link: https://www.econbiz.de/10011626406
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2
Comparative advertisements and schadenfreude : when and why others' unfortunate choices make us happy
Yucel-Aybat, Ozge
;
Kramer, Thomas
- In:
Marketing letters : a journal of research in marketing
28
(
2017
)
4
,
pp. 579-589
Persistent link: https://www.econbiz.de/10011780876
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3
An investigation of consumers' responses to comparative "attack" ads
Vijayalakshmi, Akshaya
;
Muehling, Darrel D.
;
Laczniak, …
- In:
Journal of promotion management : JPM
21
(
2015
)
6
,
pp. 760-775
Persistent link: https://www.econbiz.de/10011433654
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