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Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge
Bei, Lien-Ti
;
Chu, Chia-Hsien
;
Shen, Yung-Cheng
- In:
Journal of marketing communications
17
(
2011
)
4
,
pp. 229-245
Persistent link: https://www.econbiz.de/10009332631
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