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Chapter title |
Abstract: Seduced at the Movies: Interactive Cinema Advertising Enhances Advertising Effectiveness by Lowering Construal Level for High-Involved Consumers
|
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Chapter number | 80 |
Book title |
Creating Marketing Magic and Innovative Future Marketing Trends
|
Published in |
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, January 2017
|
DOI | 10.1007/978-3-319-45596-9_80 |
Book ISBNs |
978-3-31-945595-2, 978-3-31-945596-9
|
Authors |
Eline L. E. de Vries, Nora Lado |
Editors |
Maximilian Stieler |