Kalro, Arti D.; Sivakumaran, Bharadhwaj; Marathe, Rahul R. - In: European Journal of Marketing 51 (2017) 1, pp. 99-122
. Findings By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative … intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons. Practical implications …