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person:"Eisend, Martin"
~person:"Gierl, Heribert"
~subject:"Ethnische Gruppe"
~type_genre:"Conference paper"
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Ethnische Gruppe
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brand cooperation
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ethnic advertising
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schema-incongruence theory
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Eisend, Martin
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International journal of advertising : the quarterly review of marketing communications
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Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor
Rößner, Anna
;
Kämmerer, Maren
;
Eisend, Martin
- In:
International journal of advertising : the quarterly …
36
(
2017
)
1
,
pp. 190-205
Persistent link: https://www.econbiz.de/10011687912
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