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시장지위에 따른 동업종 기업 간 수평적 공동광고의 소비자반응
송정미
Article
Issue Date
2011
Citation
한국심리학회지: 소비자·광고, v.12, no.1, pp.217 - 234
Publisher
한국소비자·광고심리학회
1
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Author
Song, JeongMee
1
Subject
brand attitude
1
cooperative advertising
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independent advertising
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market following brand
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market leading brand
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공동광고
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구매의도
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단독광고
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