THE USE OF COMPARATIVE ADVERTISING FOR BRAND POSITIONING - ASSOCIATION VERSUS DIFFERENTIATION

被引：128

作者：

PECHMANN, C ^{[1
]}

RATNESHWAR, S ^{[1
]}

机构：

[1] UNIV FLORIDA,MKT,205 MATHERLY HALL,GAINESVILLE,FL 32611

来源：

JOURNAL OF CONSUMER RESEARCH | 1991年 / 18卷 / 02期

关键词：

D O I：

10.1086/209248

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：145 / 160

页数：16

共 50 条

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Amundsen MaryS., 1981, J ADVERTISING, V10, P14, DOI 10.1080/00913367.1981.10672751

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