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한국적 내셔널리즘과 애국 마케팅 효과 남·북한팀 응원 메시지를 담은 월드컵 이용광고의 효과를 중심으로
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한규훈
Article
Issue Date
2010
Citation
홍보학연구, v.14, no.1, pp 56 - 82
Publisher
한국PR학회
소비자특성이 스포츠 이벤트 마케팅에 대한 태도에 미치는 영향
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한규훈
Article
Issue Date
2008
Citation
한국광고홍보학보, v.10, no.2, pp 124 - 149
Publisher
한국광고홍보학회
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Han, Kyoo Hoon
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advertising effect
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ambush marketing
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consumer attitude
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sponsorship
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World Cup
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