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Raithel, Sascha; Taylor, Charles R. and Hock, Stefan J. (2014): Are Super Bowl Ads a Super Waste of Money? The Intermediary Role of Customer Equity on Stock Price. 2014 Global Marketing Conference: Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice, Marina Bay Sands, Singapore, 15-18 July 2014. In: Proceedings of the 2014 Global Marketing Conference, Singapore, pp. 2017-2018

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