The Effectiveness of Comparative Advertising: the Role of Consumer Motivation and Familiarity

Dan Petrovici, John Ford, Jeryl Whitelock, Jean-Luc Herrmann () and Christian Dianoux ()
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Dan Petrovici: University of Kent [Canterbury]
John Ford: ODU - Old Dominion University [Norfolk]
Jeryl Whitelock: University of Bradford
Jean-Luc Herrmann: 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
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Published in The 19th Academy of Marketing Science (AMS) World Marketing Congress, 2016, PARIS, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03010820

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