Comment on "An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class"

Comment on "An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class"

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Veröffentlicht in:Journal of marketing research 1981-05, Vol.18 (2), p.254-255
1. Verfasser: Traylor, Mark B.
Format: Artikel
Sprache:eng
Schlagworte:
Advertising research
Brands
Comparative advertising
Marketing
Post hoc
Research Notes and Communications
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container_title Journal of marketing research
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doi_str_mv 10.1177/002224378101800214
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source Business Source Complete; Periodicals Index Online; JSTOR Archive Collection A-Z Listing; Alma/SFX Local Collection
subjects Advertising research
Brands
Comparative advertising
Marketing
Post hoc
Research Notes and Communications
title Comment on "An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class"
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