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Title
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Does the context really matter, and for whom? Explaining the effects of program liking for an advertiser funded program
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Author
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Language
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English
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Source (book)
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Advertising in new formats and media : current research and implications for marketers / Pelsmaecker, De, Patrick [edit.]
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Publication
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London
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Emerald
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2016
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ISBN
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978-1-78560-313-6
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Volume/pages
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p. 291-306
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