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~person:"Dou, Wenyu"
~person:"Gerstmeier, Eva"
~person:"Okazaki, Shintaro"
~person:"Schivinski, Bruno"
~subject:"Brand"
~subject:"Markenführung"
~type_genre:"Book section"
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Delivering value in turbulent times : AMA Summer Educators' Conference 2011 ; AMA educators' proceedings Volume 22 ; San Francisco, California, USA, 5 - 7 August 2011
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Does making consumers creative improve brand evaluations? : exploring the roles of consumer creativity in online marketing communications
Dou, Wenyu
;
Wu, Jintao
;
Yao, Qin
;
Wen, Na
- In:
Delivering value in turbulent times : AMA Summer …
,
(pp. 338-344)
.
2012
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