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Advertising/Direct Marketing

The Effects of Message Claim Type on Comparative Advertising

Tommy Hsu, Tarleton State UniversityFollow
Leona Tam, University of Technology SydneyFollow

Keywords

Comparative advertising, message claim type, perceived importance

Document Type

Proceedings Abstract

Included in

Advertising and Promotion Management Commons, Marketing Commons

COinS

The Effects of Message Claim Type on Comparative Advertising