Work

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

Year: 1980

Type: article

Source: Journal of Marketing Research

DOI: 10.2307/3150929

Authors: Stephen Goodwin, Michael Etgar

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4249769858

FWCI: 12.47

Cites:

Cited by: 66

Related to: 10