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Original Articles

Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements

观众对享乐型广告的情感反应:体育服务类型和特质的调节作用

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Pages 55-71 | Received 10 Aug 2011, Accepted 01 May 2012, Published online: 16 Jan 2013

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