Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions.
| Autor: | Putrevu, Sanjay1, Lord, Kenneth R.2 |
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| Zdroj: | Journal of Advertising. Jun94, Vol. 23 Issue 2, p77-91. 15p. 5 Charts. |
| Databáze: | Business Source Ultimate |
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