Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness
Year of publication: |
2015
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Authors: | Jurca, Maria Alina ; Madlberger, Maria |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 21.2015, 1, p. 48-64
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Subject: | ambient advertising | advertising clutter | advertising literacy | schemata | schema congruoty theory | advertising effectiveness | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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