The role of brand construal and affect valence in comparative advertising

Ying Ho, Ka Yan Ho

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusSubmitted - Jun 2011
Event33rd INFORMS Marketing Science Conference - Houston, United States
Duration: 9 Jun 201111 Jun 2011

Conference

Conference33rd INFORMS Marketing Science Conference
Period9/06/1111/06/11

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