The effect of incongruency on advertising processing and its underlying mechanisms

by Annette Ptok

Year of publication:	12 März 2018
Authors:	Ptok, Annette
Published in:	Essays in marketing strategy : the role of customer integration, marketing metrics, and advertising effectiveness. - Köln. - 2018, p. 121-180
Subject:	Theorie \| Theory \| Werbung \| Advertising \| Werbewirkung \| Advertising effects

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Type of publication:	Article
Type of publication (narrower categories):	Aufsatz im Buch ; Book section
Language:	English
Source:	ECONIS - Online Catalogue of the ZBW

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