"Advertising Effectiveness: An Approach Based on What Consumers Perceive and What Advertisers Need"
written by Macarena Estévez, Davide Fabrizio,
published by Open Journal of Business and Management, Vol.2 No.3, 2014
has been cited by the following article(s):
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[8] Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging …
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[9] Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an …
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