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Firms' strategic leverage of unplanned exposure and planned.. 

, In: Journal of marketing research / American Marketing Association
an analysis in the context of celebrity endorsements 
Derdenger, Timothy P. ; Li, Hui ; Srinivasan, Kannan. (2018)  1 - p. 14-34
Exemplar:  Zentrale:E02 z bwl 419 jc/085; Zentrale:Magazin Zs fb 4085