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ARTICLES - Negative Comparative Advertising: Evidence Favoring Fine-Tuning
Sorescu, Alina B.; Gelb, Betsy D. - In: Journal of advertising : official publication of the … 29 (2000) 4, pp. 25-40
Persistent link: https://www.econbiz.de/10008120058
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ARTICLES - Beefcake and Cheesecake: Insights for Advertisers
Jones, Marilyn Y.; Stanaland, Andrea J.S.; Gelb, Betsy D. - In: Journal of advertising : official publication of the … 27 (1998) 2, pp. 33-52
Persistent link: https://www.econbiz.de/10008121662
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Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries
Albers-Miller, Nancy D.; Gelb, Betsy D. - In: Journal of advertising : official publication of the … 25 (1996) 4, pp. 57-70
Persistent link: https://www.econbiz.de/10008123586
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Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions
Zhang, Yong; Gelb, Betsy D. - In: Journal of advertising : official publication of the … 25 (1996) 3, pp. 29-46
Persistent link: https://www.econbiz.de/10008123603