Message Strategy in Advocacy Advertising: Impacting Behavioral Intention Toward the Advocated Issue and Enhancing Consumers’ Evaluation of the Ad Sponsor
Submitted by haley on August 27, 2007 - 1:34pm.
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| Publication Type | Conference Paper | |
| Year of Publication | 2005 | |
| Authors | Haley, Eric; Lee, Yoon-Joo | |
| Conference Name | American Academy of Advertising | |
| Conference Location | Houston, TX | |
| Key Words | Advertising |
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