The Undermining Effects of Activation of Persuasion Knowledge on Brand Evaluations: Evidence from an Empirical Study on Covert Marketing in a Social Media Context
| Autoren/Herausgeber: |
Göbel, Fabian Meyer, Anton Chang, Dae Ryun |
|---|---|
| erschienen: | 2010 |
| Publikationsart: | Articles in Refereed Proceedings (International) |
| erschienen in: | Proceedings of the 2010 KAMS Spring International Conference, May 29., Seoul (KP). |
