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person:"Eisend, Martin"
~person:"Pelsmacker, Patrick de"
~subject:"Confectionery"
~subject:"Utility theory"
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Confectionery
Utility theory
Advertising planning
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Eisend, Martin
Pelsmacker, Patrick de
Faseur, Tine
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International journal of advertising : the quarterly review of marketing communications
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Journal of business research : JBR
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Working paper series / Universiteit Gent, Faculteit Economie en Bedrijfskunde
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ECONIS (ZBW)
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Emotional advertising : revisiting the role of product category
Geuens, Maggie
;
Pelsmacker, Patrick de
;
Faseur, Tine
- In:
Journal of business research : JBR
64
(
2011
)
4
,
pp. 418-426
Persistent link: https://www.econbiz.de/10008859021
Saved in:
2
Emotional advertising: revisiting the role of product category
Geuens, Maggie
;
Pelsmacker, Patrick de
;
Faseur, Tine
-
2010
Persistent link: https://www.econbiz.de/10003977016
Saved in:
3
How advertising strategy affects brand and USP recall for new brands and extensions
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
International journal of advertising : the quarterly …
29
(
2010
)
2
,
pp. 165-194
Persistent link: https://www.econbiz.de/10003978072
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