Effectiveness of advertisements using brand heritage: a construal level approach

Mohamed Didi Alaoui (), Fabien Pecot, Altaf Merchant and Mathieu Kacha ()
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Altaf Merchant: University of Washington [Tacoma]
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Date: 2019-05-23
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Published in Academy of Marketing Science Annual Conference, May 2019, Vancouver, Canada

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