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United States
Consumer behaviour
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Advertising effects
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Brand image
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Celebrity endorsement
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Homosexuality
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brand image
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congruence
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Business-to-consumer gift-giving
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Um, Nam-hyun
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Kim, Sojung
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Journal of promotion management : JPM
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Psychology & marketing
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ECONIS (ZBW)
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Celebrity scandal fallout : how attribution style can protect the sponsor
Um, Nam-hyun
- In:
Psychology & marketing
30
(
2013
)
6
,
pp. 529-541
Persistent link: https://www.econbiz.de/10009775022
Saved in:
2
Practitioners' perspectives on branded entertainment in the United States
Um, Nam-hyun
;
Kim, Sojung
- In:
Journal of promotion management : JPM
20
(
2014
)
2
,
pp. 164-180
Persistent link: https://www.econbiz.de/10010373174
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