Could Placing ADS Wrong be Right?: Advertising Effects of Thematic Incongruence
| Year of publication: |
2008
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|---|---|
| Authors: | Dahlén, Micael ; Rosengren, Sara ; Törn, Fredrik ; Öhman, Niclas |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa : Taylor & Francis, ISSN 0091-3367, ZDB-ID 4351927. - Vol. 37.2008, 3, p. 57-68
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