Concepedia

The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions

Dhruv Grewal, Kent B. Monroe

Journal of Marketing · 1998 · 994 citations · 46 references

DOI

Concepts

Abstract

Dhruv Grewal, Kent B. Monroe, R. Krishnan, The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions, Journal of Marketing, Vol. 62, No. 2 (Apr., 1998), pp. 46-59

References

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