The Role of Thematic Congruence between a Mood-Inducing...

The Role of Thematic Congruence between a Mood-Inducing Event and an Advertised Product in Determining the Effects of Mood on Brand Attitudes

Daniel J. Howard and Thomas E. Barry
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Volume:
3
Year:
1994
Language:
english
Journal:
Journal of Consumer Psychology
DOI:
10.2307/1480633
File:
PDF, 641 KB
english, 1994
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