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Associative positioning strategies through comparative adve.. 

, In: Journal of marketing research / American Marketing Association
attribute versus overall similarity approaches 
Droge, Cornelia ; Darmon, René Y.. (1987)  4 - p. 377-388
Exemplar:  Zentrale:E02 z bwl 419 jc/085; Zentrale:Magazin Zs fb 4085