The Effectiveness of Comparative Advertising: the Role of Consumer Motivation and Familiarity - Université de Lorraine Access content directly
Conference Papers Year : 2016
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hal-03010820 , version 1 (17-11-2020)

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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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