Universal emotional arc structure in advertisements and their favorability
European journal of marketing, 2022-04, Vol.56 (4), p.1232-1267 [Peer Reviewed Journal]Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 0309-0566 ;EISSN: 1758-7123 ;DOI: 10.1108/EJM-12-2020-0912
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