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Journal Articles Journal of Consumer Marketing Year : 2013

Comparative advertising: citing or not the leading brand and its price

Christian Dianoux
Jean‐luc Herrmann
Helen Zeitoun
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hal-02169857 , version 1 (01-07-2019)

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Christian Dianoux, Jean‐luc Herrmann, Helen Zeitoun. Comparative advertising: citing or not the leading brand and its price. Journal of Consumer Marketing, 2013, 30 (4), pp.345-354. ⟨10.1108/JCM-02-2013-0454⟩. ⟨hal-02169857⟩

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