Work

How Direct Comparative Ads and Market Share Affect Brand Choice

Year: 1991

Type: article

Source: Journal of Advertising Research

DOI: 10.1080/00218499.1991.12466799

Authors: Cornelia Pechmann, David W. Stewart

Institution: University of California, Irvine

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2787019673

FWCI: 2.593

Cites: 34

Cited by: 24

Related to: 10