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IF EVERYONE’S #1, THEN WHO IS #1? – CONSUMER MARKETING RATIONALES FOR ADVERTISING STELLAR CLAIMS

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Dr. Framarz Byramjee,
Professor, Department of Marketing, Eberly College of Business,
Indiana University of Pennsylvania, USA
Dr. Brion Scudder
Associate Professor, Department of Finance and Legal Studies,
Eberly College of Business, Indiana University of Pennsylvania, USA
Dr. Krish Krishnan
Professor, Department of Marketing, Eberly College of Business,
Indiana University of Pennsylvania, USA

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