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    3. Chinese consumer knowledge, perceptions and willingness to pay (WTP) for orange juice products: Any opportunities for the U.S. juice producers?

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    5. Establishing a strong brand identity through a website: the case of Greek food SMEs

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    6. How to develop international advertising campaigns that work: the example of the European food and beverage sector

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    9. The interplay between advertising claims and product categories in food advertising: a scheme congruity perspective

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