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Effectiveness of films, sport, celebrity or mascot to content in the advertising : a dilemma for global brands
Srivastava, R. K. - In: Journal of promotion management : innovations in … 27 (2021) 5, pp. 716-739
Persistent link: https://www.econbiz.de/10012549626
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Comparing the three types of approach of advertising in brand building in emerging markets
Srivastava, R. K. - In: Journal of strategic marketing 29 (2021) 6, pp. 514-527
Persistent link: https://www.econbiz.de/10012588442
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Will direct comparative advertising works for a leading brand? : a study of the honey market
Srivastava, R. K. - In: International journal of comparative management 3 (2020) 1/2, pp. 125-141
Persistent link: https://www.econbiz.de/10012251000
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Understanding the viability of three types of approach of advertising in emerging markets
Srivastava, R. K.; Dorsch, Michael J. - In: Journal of marketing communications 26 (2020) 8, pp. 799-812
Persistent link: https://www.econbiz.de/10012314019