Impact of advertising metaphor on consumer belief: Delineating the contribution of comparison versus deviation factors

Journal of Advertising

Volumn 38, Issue 1, 2009, Pages 49-62

  Phillips, Barbara J ^a   McQuarrie, Edward F ^b  

^a UNIVERSITY OF SASKATCHEWAN   (Canada)

^b SANTA CLARA UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 66949180029     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367380104     Document Type: Article

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