Brand usage and gender as moderators of the potential deception associated with partial comparative advertising

Journal of Advertising

Volumn 33, Issue 1, 2004, Pages 19-28

  Barone, Michael J ^a   Palan, Kay M ^a   Miniard, Paul W ^b  

^a IOWA STATE UNIVERSITY   (United States)

^b FLORIDA INTERNATIONAL UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 2142764369     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2004.10639155     Document Type: Article

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