Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns

Manfred Schwaiger, Carsten Rennhak, Charles R. Taylor and Hugh M. Cannon

After many years of being legally banned, comparative advertising has recently been permitted in Germany.

Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns

Manfred SchwaigerLudwig-Maximilians-UniversityCarsten RennhakReutlingen UniversityCharles R. TaylorVillanova UniversityHugh M. CannonWayne State University

INTRODUCTION

One of the...

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