Negative comparative advertising : evidence favoring fine-tuning / Alina B. Sorescu and Betsy D. Gelb
Material type: ArticleLanguage: English Publisher: Clemson Subject(s): ACTITUDES DEL CONSUMIDOR | COMPETENCIA COMERCIAL | CONDUCTA DEL CONSUMIDOR | EVALUACION DEL PRODUCTO | MARCAS REGISTRADAS | MERCADEO DE SERVICIOS | PERCEPCION DEL PRODUCTO | PUBLICIDADOther classification: REV In: Journal of Advertising Vol. 29 No. 4 (2000) ; p. 25-40No physical items for this record
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