The influence of product class on the effectiveness of comparative advertising

Alain Decrop, Stéphanie Abs, Tom Ries

Research output: Contribution in Book/Catalog/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationMarketing : responsible and relevant?
Subtitle of host publicationproceedings of the 32nd EMAC conference, May 20-23rd, 2003, Glasgow 2003
EditorsMichael Saren, Alan Wilson
Place of PublicationGlasgow
PublisherUniversity of Strathclyde
Publication statusPublished - 2003
Event32nd European Marketing Academy (EMAC) Conference - Glasgow, UK (University of Strathclyde)
Duration: 20 May 2003 → …

Conference

Conference32nd European Marketing Academy (EMAC) Conference
CityGlasgow, UK (University of Strathclyde)
Period20/05/03 → …

Cite this

Decrop, A., Abs, S., & Ries, T. (2003). The influence of product class on the effectiveness of comparative advertising. In M. Saren, & A. Wilson (Eds.), Marketing : responsible and relevant? : proceedings of the 32nd EMAC conference, May 20-23rd, 2003, Glasgow 2003 Glasgow: University of Strathclyde.