The Role of Ad Likability in Predicting an Ad's Campaign...

The Role of Ad Likability in Predicting an Ad's Campaign Performance

Lars Bergkvist and John R. Rossiter
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Volume:
37
Language:
english
Journal:
Journal of Advertising
DOI:
10.2307/20460845
Date:
January, 2008
File:
PDF, 1.60 MB
english, 2008
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