Comparative advertising in markets where brands and comparative advertising are novel

Journal of International Business Studies

Volumn 39, Issue 5, 2008, Pages 851-863

  Nye, Carolyn White ^a   Roth, Martin S ^b   Shimp, Terence A ^b  

^a MEREDITH COLLEGE   (United States)

^b UNIVERSITY OF SOUTH CAROLINA   (United States)

Author keywords

Brand novelty; Comparative advertising; Market novelty

Indexed keywords

EID: 46749088295     PISSN: 00472506     EISSN: 14786990     Source Type: Journal    
DOI: 10.1057/palgrave.jibs.8400387     Document Type: Article

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