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Effects of Matched and Mismatched Comparative Advertising Messages: the Moderating Role of Consumers’ Processing Focus

..., Frank R. Kardes
36
ACR North American Advances
Published: Jan 1, 2017
Abstract
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Paper Details
Title
Effects of Matched and Mismatched Comparative Advertising Messages: the Moderating Role of Consumers’ Processing Focus
Published Date
Jan 1, 2017
Journal
ACR North American Advances
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