University of St.Gallen
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Advertising Brands through Narratives: the Moderating Effekt of Persuasion Motives

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abstract
   
type conference paper (English)
   
keywords
   
name of conference EMAC (Brighton)
date of conference 27-5-2008
review not reviewed
   
citation Herrmann, A., Henkel, S., Tomczak, T., Wentzel, D., & Jenewein, W. (2008). Advertising Brands through Narratives: the Moderating Effekt of Persuasion Motives. In .