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~isPartOf:"Journal of research in interactive marketing : interactive marketing and computer-mediated communication"
~subject:"Brand image"
~type_genre:"Case study"
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Journal of research in interactive marketing : interactive marketing and computer-mediated communication
Engaging consumers through branded entertainment and convergent media
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Understanding the effectiveness of word-of-mouth : an elasticity perspective
Chen, Yimiao
;
Liu, Fangyi
;
Fang, Cheng-hsi
;
Lin, Tom M. Y.
- In:
Journal of research in interactive marketing : …
7
(
2013
)
1
,
pp. 57-77
Persistent link: https://www.econbiz.de/10009730800
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