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Commercial as context for other commercials : Threat or Opportunity ?

Bibliographic reference Poncin, Ingrid ; Derbaix, Christian. Commercial as context for other commercials : Threat or Opportunity ?. In: Journal of Advertising, Vol. 38, no. 3, p. 33-49 (Octobre 2009)
Permanent URL http://hdl.handle.net/2078/32107