Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

Author： Bei Lien-Ti   Chu Chia-Hsien   Shen Yung-Cheng  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.17, Iss.4, 2011-09, pp. : 229-244

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