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How Positive and Negative consumer generated advertising messages affect brand attitude and buying intention

Lookup NU author(s): Professor Natalia Yannopoulou

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Publication metadata

Author(s): Yannopoulou N, Theofanides F, Andrikopoulou A

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: International Conference on Research in Advertising (ICORIA)

Year of Conference: 2013

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