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porting also had a more negative brand attitude. This suggests that direct and indirect measurements of advertising literacy activation reveal different processes through which children make sense of, and are affected by, advertising. Copyright © 2020 Hoek, Rozendaal, van Schie, van Reijmersdal and Buijzen.The purpose of the present research was to create market segmentation of Polish consumers that would capture differences in reactions to Corporate Social Responsibility (CSR), taking into account sociodemographic data a