One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions

1 March 1982

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 8 (4) , 460-465
https://doi.org/10.1086/208888

Abstract

Michael Etgar, Stephen A. Goodwin; One-Sided versus Two-Sided Comparative Message Appeals for New Brand Introductions, Journal of Consumer Research, Volume 8,

Keywords

TWO SIDED
MESSAGE APPEALS
BRAND INTRODUCTIONS
SIDED COMPARATIVE
COMPARATIVE MESSAGE
NEW BRAND

This publication has 0 references indexed in Scilit: