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Fostering the observing brand audience’s willingness-to-engage through the communication of co-creational efforts

Bibliographic reference Cambier, Fanny ; Poncin, Ingrid. Fostering the observing brand audience’s willingness-to-engage through the communication of co-creational efforts.EMAC 46th Conference (Groningen, du 23/05/2017 au 26/05/2017).
Permanent URL http://hdl.handle.net/2078.1/185567