Negative effects of brand familiarity and brand relevance on effectiveness of viral advertisements

Publisher: Scientific Journal Publishers

E-ISSN: 1179-6391|44|7|1151-1162

ISSN: 0301-2212

Source: Social Behavior and Personality: An international journal, Vol.44, Iss.7, 2016-08, pp. : 1151-1162

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

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Abstract