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Type: Conference paper
Title: The power of identification: using uses and gratification theory to understand the effects of brand placement within reality television
Author: Sherman, C.
Crouch, R.
Citation: Proceedings of the 38th European Marketing Academy Conference (EMAC 2009)
Publisher: Audencia Nantes School of Management
Publisher Place: CD
Issue Date: 2009
Conference Name: European Marketing Academy Annual Conference (38th : 2009 : Nantes, France)
Appears in Collections:Aurora harvest
Business School publications

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