An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class

Michael Etgar

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

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Stephen Goodwin, Michael Etgar, An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class, Journal of Marketing Research, Vol. 17, No. 2 (May, 1980), pp. 187-202

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