Presenting underdog employee stories in services advertising : the moderating role of brand familiarity and implicit theories

C. Yang, Y. Chen, Shu-Ni Hsu

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

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Original languageEnglish
Title of host publicationAsia-Pacific Advances in Consumer Research 2015. Volume XI. Proceedings
EditorsE.W. Wan, M. Zhang
Place of PublicationDuluth
PublisherAssociation for Consumer Research
Number of pages1
ISBN (Electronic)978-0-915552-76-4
Publication statusPublished - Jul 2015
Externally publishedYes

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