The role of brand construal and affect valence in comparative advertising

Ying Ho, Ka Yan Ho

    Research output: Contribution to conference › Paper

    Original languageEnglish
    Publication statusPublished - Jun 2011
    Event33rd INFORMS Marketing Science Conference - Houston, United States
    Duration: 9 Jun 2011 → 11 Jun 2011

    Conference

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

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