Do ads that tell a story always perform better? The role of...

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International Journal of Research in Marketing 2018 / 1

Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

Dessart, Laurence
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Language:
english
Journal:
International Journal of Research in Marketing
DOI:
10.1016/j.ijresmar.2017.12.009
Date:
January, 2018
File:
PDF, 1.22 MB
english, 2018
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