Examining the Influence of Name Suggestiveness and Clam Directness on the Efficacy of Across-Class Comparitive Claims

Van Auken, Stuart; Adams, Arthur J.
January 1999
Advances in Consumer Research;1999, Vol. 26 Issue 1, p266
Conference Proceeding
The article presents an abstract from a research project presented at a poster session held in 1999 for studies on consumer behavior, with a focus on name suggestiveness, brand differentiation, comparative claims, and advertisements across different product categories.


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