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~isPartOf:"Industrial marketing management : the international journal for industrial and high-tech firms"
~isPartOf:"Journal of the Academy of Marketing Science"
~isPartOf:"NBER working paper series"
~person:"Mohan, Mayoor"
~subject:"Markenimage"
~subject:"Pharmaceuticals"
~subject:"Psychology of advertising"
~subject:"Social web"
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Industrial marketing management : the international journal for industrial and high-tech firms
Journal of the Academy of Marketing Science
NBER working paper series
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Use of celebrity and non-celebrity persons in B2B advertisements : effects on attention, recall, and hedonic and utilitarian attitudes
Ferguson, Jodie L.
;
Mohan, Mayoor
- In:
Industrial marketing management : the international …
89
(
2020
),
pp. 594-604
Persistent link: https://www.econbiz.de/10012291393
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Perceived globalness and localness in B2B brands : a co-branding perspective
Mohan, Mayoor
;
Brown, Brian P.
;
Sichtmann, Christina
; …
- In:
Industrial marketing management : the international …
72
(
2018
),
pp. 59-70
Persistent link: https://www.econbiz.de/10011887285
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