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

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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