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Measuring affective reactions induced by social campaigns : complementary and convergence of Iconic and verbal Measures

Bibliographic reference Derbaix, Christian ; Poncin, Ingrid ; Droulers, Olivier ; Roullet, Bernard. Measuring affective reactions induced by social campaigns : complementary and convergence of Iconic and verbal Measures. In: Recherche et Applications en Marketing, Vol. 27, no. 2, p. 71-90 (2012)
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