Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context-Ad Similarity
Year of publication: |
2002
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Authors: | Pelsmacker, Patrick De ; Geuens, Maggie ; Anckaert, Pascal |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa : Taylor & Francis, ISSN 0091-3367, ZDB-ID 4351927. - Vol. 31.2002, 2, p. 49-62
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