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Exploring cultural context congruency in television : a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
Grant, Claire
;
Bailey, Arlene
;
Ogbuehi, Alphonso O.
- In:
International journal of business and emerging markets …
9
(
2017
)
2
,
pp. 174-191
Persistent link: https://www.econbiz.de/10011776071
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