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~subject:"Advertising effects"
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Divergent versus relevant ads : how creative ads affect purchase intention for new products
Jiang, Hui
;
Messinger, Paul R.
;
Liu, Yifei
;
Lu, Zhibin
; …
- In:
Journal of marketing research
61
(
2024
)
2
,
pp. 271-289
Persistent link: https://www.econbiz.de/10014584202
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2
Can('t) touch this : the effect of form realism and product domain in virtual influencer endorsements
Ozdemir, Ozan
;
Karabulut, Feyzan
;
Messinger, Paul R.
- In:
Journal of retailing
101
(
2025
)
2
,
pp. 298-310
Persistent link: https://www.econbiz.de/10015427559
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