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Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches
Dröge, Cornelia, Darmon, René Y.Volume:
24
Langue:
english
Journal:
Journal of Marketing Research
DOI:
10.1177/002224378702400405
Date:
November, 1987
Fichier:
PDF, 1.52 MB
english, 1987