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Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation


  • Demirdjian, Z S


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  • Demirdjian, Z S, 1983. " Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation," Journal of Consumer Research, Oxford University Press, vol. 10(3), pages 362-364, December.
  • Handle: RePEc:oup:jconrs:v:10:y:1983:i:3:p:362-64

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    Cited by:

    1. 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.
    2. 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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