C
Christine Dekleva
Publications - 1
Citations - 288
Christine Dekleva is an academic researcher. The author has contributed to research in topics: Comparative advertising & Product type. The author has an hindex of 1, co-authored 1 publications receiving 280 citations.
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Product Categorization and Inference Making: Some Implications for Comparative Advertising
Mita Sujan,Christine Dekleva +1 more
TL;DR: In this article, a categorization approach was used to determine when the effects of comparative advertising would differ from those of non-comparative advertising, and the results were interpreted within the categorization framework and point to the general usefulness of this conceptual framework.