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The Effectiveness of Comparative Advertising: the Role of Consumer Motivation and Familiarity

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https://hal.univ-lorraine.fr/hal-03010820
Contributor : Christian Dianoux <>
Submitted on : Tuesday, November 17, 2020 - 7:51:00 PM
Last modification on : Tuesday, November 24, 2020 - 6:10:02 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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