The effectiveness of comparative versus non-comparative advertising: Do “strictly” comparative ads hurt credibility of non-professional service brands?

Journal of Advertising Research

Volumn 55, Issue 3, 2015, Pages 296-306

  Beard, Fred ^a  

^a UNIVERSITY OF OKLAHOMA   (United States)

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[No Author keywords available]

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EID: 84957103203     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-2015-010     Document Type: Article

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