The role of brand construal and affect valence in comparative advertising

Research output: Contribution to conferenceConference paper

Original languageEnglish
Publication statusPublished - Jun 2011
Event2011 33rd INFORMS Marketing Science Conference - Houston, United States, Houston, United States
Duration: 9 Jun 201111 Jun 2011

Conference

Conference2011 33rd INFORMS Marketing Science Conference
Country/TerritoryUnited States
CityHouston
Period9/06/1111/06/11

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