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~isPartOf:"Journal of global marketing"
~isPartOf:"The journal of product & brand management"
~person:"Chen, Huan"
~subject:"Markenführung"
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Journal of global marketing
The journal of product & brand management
Health marketing quarterly
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How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities' native advertising effectiveness
Lee, Susanna S.
;
Chen, Huan
;
Lee, Yu-Hao
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 149-162
Persistent link: https://www.econbiz.de/10012798141
Saved in:
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Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury advertising and luxury brands' presence on Chinese social media
Chen, Huan
;
Wang, Ye
;
Qiao, Fei
- In:
Journal of global marketing
34
(
2021
)
1
,
pp. 38-55
Persistent link: https://www.econbiz.de/10012483620
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