Increasing advertising effectiveness through incongruity-based tactics: The moderating role of consumer involvement
| Year of publication: |
2013
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|---|---|
| Authors: | Halkias, Georgios ; Kokkinaki, Flora |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 13178519. - Vol. 19.2013, 3 (1.7.), p. 182-197
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