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Where you say it matters: Why packages are a more believable source of product claims than advertisements |
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| Authors: | Tatiana M Fajardo Claudia Townsend |
| Institution: | 1. College of Business, Florida State University, Tallahassee, FL 32306, USA;2. School of Business Administration, University of Miami, Coral Gables, FL 33124, USA |
| Abstract: | |
| Keywords: | Persuasion Proximity Marketing media Packages Advertisements |