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Browsing 17. Conference Proceedings by Subject "Advertising-Rural Markets"

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Processing of Product Communication: A Study of the Rural Audience

Parthasarathy, Venkatesh; Sinha, Piyush Kumar (Indian Institute of Management Kozhikode, 2008-04-05)

The study has been conducted to understand source characteristics in terms of the effect of the endorser expertise (Pornpitakpan 2004).

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