Comparative versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability

✍ Scribed by Shailendra Pratap Jain, Bruce Buchanan and Durairaj Maheswaran

• Book ID: 124848980
• Publisher: Elsevier Science
• Year: 2000
• Tongue: English
• Weight: 543 KB
• Volume: 9
• Category: Article
• ISSN: 1057-7408
• DOI: 10.2307/1480336