Characteristics of aliterate consumers and their responses to advertising and non-advertising communications
Year of publication: |
2023
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Authors: | DelVecchio, Devon ; Jae, Haeran |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 7, p. 927-960
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Subject: | aliterate consumers and advertising | characteristics of aliterate consumers | consumer aliteracy and advertising communications | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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