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A. Apaolaza,P. Hartmann,J. He,J. M. Barrutia,C. Echebarria
AbstractThis study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-of...
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Bruand, A. Hartmann, C. Ratana-Anupap, S. Sindhusen, P. Poss, R. Hardy, M.
Pág. 185 - 193
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Hartmann, P. Straetmans, S. de Vries, C. G.
Pág. 313 - 326
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Shih, C-C; Wulff, C R; Hartmann, C R P; Mohan, C K
Pág. 3023 - 3038
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Han, Y S; Hartmann, C R P; Mehrotra, K G
Pág. 1232 - 1245
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Han, Y S; Hartmann, C R P
Pág. 1655 - 1657
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