Effectiveness of indirect vs. direct comparative advertising: the role of comparison brand usage

Jean-Luc Herrmann (), Mathieu Kacha (), Christian Dianoux () and Tommy Hsu
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Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Date: 2016-05-17
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Published in Academy of Marketing Science (AMS) Annual Conference, May 2016, Orlando, United States

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