Conference Papers
Year : 2016
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https://hal.univ-lorraine.fr/hal-03010820
Submitted on : Tuesday, November 17, 2020-7:51:00 PM
Last modification on : Tuesday, September 12, 2023-2:14:15 PM
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- HAL Id : hal-03010820 , version 1
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Dan Petrovici, John Ford, Jeryl Whitelock, Jean-Luc Herrmann, Christian Dianoux. The Effectiveness of Comparative Advertising: the Role of Consumer Motivation and Familiarity. The 19th Academy of Marketing Science (AMS) World Marketing Congress, 2016, PARIS, France. ⟨hal-03010820⟩
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