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: |
International journal of advertising : the quarterly review of marketing communications. - Henley-on-Thames [u.a.] : World Advertising Research Center, ISSN 0261-9903, ZDB-ID 832054. - Vol. 37.2008, 3 (1.9.), p. 57-68
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