Open AccessThe Effects of Advertising Valence on Comparative Advertising: The Roles of Counterarguments
Publication year - 2018
Publication title -
journal of marketing development and competitiveness
Language(s) - English
Resource type - Journals
ISSN - 2155-2843
DOI - 10.33423/jmdc.v12i1.1413
Subject(s) - comparative advertising , advertising , popularity , valence (chemistry) , perception , advertising research , psychology , comparative research , business , social psychology , sociology , chemistry , neuroscience , organic chemistry , anthropology