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The effect of narrative on advertising persuasiveness: the moderating role of concreteness language: an abstract

Research output: Contribution to conferenceAbstract

Published In: Nina Krey & Patricia Rossi (Eds.) (2018). Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.
Original languageEnglish
Publication statusPublished - 28 Nov 2018
EventAcademy of Marketing Science (AMS) Annual Conference - New Orleans, United States
Duration: 23 May 201825 May 2018


ConferenceAcademy of Marketing Science (AMS) Annual Conference
CountryUnited States
CityNew Orleans


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ID: 15379043