Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets

L. Zarantonello, K. Jedidi and B.H. Schmitt
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L. Zarantonello: LEM - Lille - Economie et Management - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique

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Date: 2013
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Published in International Journal of Research in Marketing, 2013, 30 (1), pp.46-56

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