One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions
Journal of Consumer ResearchPublished 1 March 1982
Michael Etgar, Stephen A. Goodwin
Citations152
SJR quartileQ1
SJR score8.56
SNIP3.32
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Abstract
Michael Etgar, Stephen A. Goodwin; One-Sided versus Two-Sided Comparative Message Appeals for New Brand Introductions, Journal of Consumer Research, Volume
Keywords
Computer ScienceBusiness, Management and Accounting
Multivariate Statistical Methods
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