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~subject:"Advertising effects"
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Advertising effects
Consumer behaviour
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Brand image
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Wang, Liangyan
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Han, Bing
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Li, Xiang
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Pechmann, Cornelia
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Journal of marketing research : JMR
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The Cornell hospitality quarterly
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ECONIS (ZBW)
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Effects of indirectly and directly competing reference group messages and persuasion knowledge : implications for educational placements
Pechmann, Cornelia
;
Wang, Liangyan
- In:
Journal of marketing research : JMR
47
(
2010
)
1
,
pp. 134-145
Persistent link: https://www.econbiz.de/10003947451
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To collaborate or serve? : effects of anthropomorphized brand roles and implicit theories on consumer responses
Han, Bing
;
Wang, Liangyan
;
Li, Xiang
- In:
The Cornell hospitality quarterly
61
(
2020
)
1
,
pp. 53-67
Persistent link: https://www.econbiz.de/10012158153
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