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Conference Papers Year : 2019

Effectiveness of advertisements using brand heritage: a construal level approach

Mohamed Didi Alaoui
Fabien Pecot
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hal-02169843 , version 1 (01-07-2019)

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  • HAL Id : hal-02169843 , version 1

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Mohamed Didi Alaoui, Fabien Pecot, Altaf Merchant, Mathieu Kacha. Effectiveness of advertisements using brand heritage: a construal level approach. 35ème Congrès International de l’Association Française du Marketing, May 2019, Le havre, France. ⟨hal-02169843⟩
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