The Interaction Between Comparative Advertising and Copy Claim Variation.

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Bibliographic Details
Title:	The Interaction Between Comparative Advertising and Copy Claim Variation.
Authors:	Swinyard, William R.¹
Source:	Journal of Marketing Research (JMR). May81, Vol. 18 Issue 2, p175-186. 12p. 1 Black and White Photograph, 9 Charts, 3 Graphs.
Database:	Business Source Ultimate

Description
ISSN:	00222437
DOI:	10.2307/3150952