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How to advertise and build brand knowledge globally : comparing television advertising appeals across developed and emerging economies
Zarantonello, Lia
;
Schmitt, Bernd
;
Jedidi, Kamel
- In:
Journal of advertising research
54
(
2014
)
4
,
pp. 420-434
Persistent link: https://www.econbiz.de/10010481187
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