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Kongruenz in der Crossmedia-Kommunikation : eine Untersuchung der Determinanten und Wirkungen
Beyer, Christina
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2020
Kongruenz als Ansatz in der Crossmedia-Werbung -- Bedeutung von Kongruenz in der Crossmedia-Werbung -- Entwicklung eines konzeptionellen Bezugsrahmens und empirische Untersuchung zu Determinanten und Wirkungen in der Crossmedia-Werbung
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