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Does a Short Brand Story on the Package Affect Consumers’ Brand Responses?

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

LanguageEnglish
Main publicationRediscovering the Essentiality of Marketing : Developments in Marketing Science: Proceedings of the Academy of Marketing Science
EditorsLuca Petruzzellis, Russell S. Winer
PublisherSpringer
Publication date28.06.2016
Pages683-683
ISBN (Print)978-3-319-29876-4
ISBN (Electronic) 978-3-319-29877-1
DOIs
Publication statusPublished - 28.06.2016
MoE publication typeA4 Article in conference proceedings
Event2015 Academy of Marketing Science World Marketing Congress (AMS) - The Palace Hotel Bari, Bari, Italy
Duration: 14.07.201518.07.2015
Conference number: 18

    Research areas

  • 512 Business and Management
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