Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation
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- Banerjee, Bibek & Chakrabarty Patrali, 2010. "An Eye for an Eye: Impact of Sequelization and Comparison in Advertisements on Consumer’s Perception of Brands," IIMA Working Papers WP2010-08-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
- O'Donoghue, Amie C. & Williams, Pamela A. & Sullivan, Helen W. & Boudewyns, Vanessa & Squire, Claudia & Willoughby, Jessica Fitts, 2014. "Effects of comparative claims in prescription drug direct-to-consumer advertising on consumer perceptions and recall," Social Science & Medicine, Elsevier, vol. 120(C), pages 1-11.
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