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2편 · 2020 1편, 2024 1편

The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement
JMR · 2024 · 인용 8 · Johannes Berendt, Sebastian Uhrich, Abhishek Borah 외
Communicating Brands in Television Advertising
JMR · 2020 · 인용 51 · Norris I. Bruce, Maren Becker, Werner Reinartz