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Publication Type
Conference Proceedings
UWI Author(s)
Author, Analytic
Grant, C.; Bailey, Arlene N.; Ogbuehi, A.
Author Role
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Author Affiliation
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Paper/Section Title
Exploring cultural context congruency in television: A conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
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Proceedings Title
Proceedings of the Academy of Business and Emerging Markets Conference 2015
Date of Meeting
August 4-6, 2015
Place of Meeting
Windhoek, Namibia
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Date of Publication
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Notes
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