Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity
Patrick De Pelsmacker, Maggie Geuens and Pascal AnckaertVolume:
31
Language:
english
Journal:
Journal of Advertising
DOI:
10.2307/4189214
Date:
January, 2002
File:
PDF, 2.25 MB
english, 2002