Advances in Advertising Research (Vol. IV)
Gabler Verlag
Chapter title |
Children’s Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge
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Chapter number | 29 |
Book title |
Advances in Advertising Research (Vol. IV)
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Published by |
Springer Gabler, Wiesbaden, January 2013
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DOI | 10.1007/978-3-658-02365-2_29 |
Book ISBNs |
978-3-65-802364-5, 978-3-65-802365-2
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Authors |
Yann Verhellen, Caroline Oates, Patrick De Pelsmacker, Nathalie Dens |