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A Meta-Analysis of When and How Advertising Creativity Works

Journal of marketing, 2020-11, Vol.84 (6), p.39-56 [Peer Reviewed Journal]

The Author(s) 2020 ;ISSN: 0022-2429 ;ISSN: 1547-7185 ;EISSN: 1547-7185 ;DOI: 10.1177/0022242920929288

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