Associative and dissociative comparative advertising strategies in broadening brand positioning
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DOI: 10.1016/j.jbusres.2014.01.014
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Cited by:
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- Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions," Journal of Business Research, Elsevier, vol. 84(C), pages 233-242.
- Gorkem Bostanci & Pinar Yildirim & Kinshuk Jerath, 2023. "Negative Advertising and Competitive Positioning," Management Science, INFORMS, vol. 69(4), pages 2361-2382, April.
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Keywords
Comparative advertising; Familiar brand; Positioning; Brand attribute; Broadening;All these keywords.
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