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~subject:"Advertising effects"
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Advertising effects
Consumer behaviour
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Dou, Wenyu
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Journal of advertising : official publication of the American Academy of Advertising
2
European journal of marketing : EJM
1
Journal of retailing and consumer services
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ECONIS (ZBW)
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Advertiser risk taking, campaign originality, and campaign performance
Wang, Guangping
;
Dou, Wenyu
;
Li, Hairong
;
Zhou, Nan
- In:
Journal of advertising : official publication of the …
42
(
2013
)
1
,
pp. 42-53
Persistent link: https://www.econbiz.de/10009738747
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2
The effect of agency creativity on campaign outcomes : the moderating role of market conditions
Li, Hairong
;
Dou, Wenyu
;
Wang, Guangping
;
Zhou, Nan
- In:
Journal of advertising : official publication of the …
37
(
2008
)
4
,
pp. 109-120
Persistent link: https://www.econbiz.de/10003808351
Saved in:
3
Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao
;
Wen, Na
;
Dou, Wenyu
;
Chen, Junsong
- In:
European journal of marketing : EJM
49
(
2015
)
1/2
,
pp. 262-276
Persistent link: https://www.econbiz.de/10010519465
Saved in:
4
Influence of incentive frames on offline-to-online interaction of outdoor advertising
Wei, Zhiyong
;
Dou, Wenyu
;
Jiang, Qingyun
;
Gu, Chenyan
- In:
Journal of retailing and consumer services
58
(
2021
),
pp. 1-9
Persistent link: https://www.econbiz.de/10012430714
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