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Can Comparative Advertising be Effective in Germany? A Tale of Two Campaigns

Authors/Editors: M. Schwaiger
C. Rennhak
C. R. Taylor
H. M. Cannon
Published: 2007
Type: Articles in Refereed Journals (International)
ISBN/ISSN: 0021-8499
Published in: Journal of Advertising Research
Additional information: Vol. 47 (1), S. 2 - 13
Additional information: Werbewirkungskontrolle