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

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https://hal.univ-lorraine.fr/hal-02169857
Contributor : Christian Dianoux <>
Submitted on : Monday, July 1, 2019 - 3:27:05 PM
Last modification on : Tuesday, July 2, 2019 - 1:31:35 AM

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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, Emerald, 2013, 30 (4), pp.345-354. ⟨10.1108/JCM-02-2013-0454⟩. ⟨hal-02169857⟩

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