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static analysis based program transformation
Authenticity in Advertising formatIsbn:Softcover - 9783839150238 die sich von den klassischenDue to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. It shows that authenticity is a complex construct that consists of different facets. These facets are theoretically discussed and empirically studied by empirical research. This book provides managerial implications on how to
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