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Unraveling religious advertisements’ effectiveness in a multi-religious society
Kumra, Rajeev
;
Parthasarathy, Madhavan
;
Anis, Shafiullah
- In:
Journal of Indian Business Research
8
(
2016
)
2
,
pp. 122-142
, than neutral ads. In the process, this paper aims to test whether the in-
group
bias
theory (IGBT) and the polarized …
Persistent link: https://www.econbiz.de/10014875103
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