The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies

Journal of Advertising

Volumn 36, Issue 1, 2007, Pages 21-35

  Chang, Chingching ^a  

^a NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

Author keywords

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Indexed keywords

EID: 34047175946     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367360102     Document Type: Article

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