Can comparative advertising be effective in germany? A tale of two campaigns

Journal of Advertising Research

Volumn 47, Issue 1, 2007, Pages 2-12

  Schwaiger, Manfred ^a   Rennhak, Carsten ^b   Taylor, Charles R ^c   Cannon, Hugh M ^d  

^a UNIVERSITY OF MUNICH   (Germany)

^b REUTLINGEN UNIVERSITY   (Germany)

^c VILLANOVA UNIVERSITY   (United States)

^d WAYNE STATE UNIVERSITY   (United States)

Author keywords

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Indexed keywords

EID: 70749084192     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S002184990707002X     Document Type: Article

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