An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class.

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Bibliographic Details
Title:	An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class.
Authors:	Goodwin, Stephen¹, Etgar, Michael²
Source:	Journal of Marketing Research (JMR). May80, Vol. 17 Issue 2, p187-202. 16p. 2 Black and White Photographs, 1 Diagram, 10 Charts.
Database:	Business Source Ultimate

Description
ISSN:	00222437
DOI:	10.2307/3150929