Could Placing Ads Wrong Be Right? Advertising Effects of Thematic Incongruence
Micael Dahlén, Sara Rosengren, Fredrik Törn and Niclas ÖhmanVolume:
37
Language:
english
Journal:
Journal of Advertising
DOI:
10.2307/20460855
Date:
January, 2008
File:
PDF, 1.59 MB
english, 2008