Differential effects of comparative advertising for an unfamiliar brand
Subtitle: the moderating role of audience elaboration
By: by Charles Scott Areni
Published: 1991
Language: eng
Number of pages: 280
Subjects: Comparative advertising; Persuasion (Psychology); Advertising; Psychological aspects
Notes: Typescript.

Vita.

Thesis (Ph. D.)--University of Florida, 1991.

Includes bibliographical references (leaves 266-279).