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Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW)
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Non-Linear Effects of Absurdity in Advertising
Mai, Robert
;
Hutter, Katharina
-
Deutsche Zentralbibliothek für …
-
2014
impact of absurdity on
advertising
effec-tiveness
and demonstrates that PCA moderates this relationship. Study 2 (n = 796 …
Persistent link: https://www.econbiz.de/10010957827
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2
Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements
Hutter, Katharina
-
Deutsche Zentralbibliothek für …
-
2014
Persistent link: https://www.econbiz.de/10010957822
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