Impact of brand credibility on  Comparative advertising effectiveness  Examining the moderating effects of  Brand familiarity and brand congruity

dc.contributor.guide	Nagar Komal
dc.coverage.spatial
dc.creator.researcher	Sharma Heena
dc.date.accessioned	2016-03-31T09:46:21Z
dc.date.available	2016-03-31T09:46:21Z
dc.date.awarded
dc.date.completed	/2014
dc.date.registered
dc.description.abstract	newline
dc.description.note
dc.format.accompanyingmaterial	DVD
dc.format.dimensions
dc.format.extent
dc.identifier.uri	http://hdl.handle.net/10603/78427
dc.language	English
dc.publisher.institution	The Business School
dc.publisher.place	Jammu and Kashmir
dc.publisher.university	University of Jammu
dc.relation
dc.rights	university
dc.source.university	University
dc.title	Impact of brand credibility on Comparative advertising effectiveness Examining the moderating effects of Brand familiarity and brand congruity
dc.title.alternative
dc.type.degree	Ph.D.