The effectiveness of regulatory (in)congruent ads : the moderating role of an ad's rational versus emotional tone
Erlinde Cornelis, Leen Adams and Veroline Cauberghe
| Year of publication: |
2012
|
|---|---|
| Authors: | Cornelis, Erlinde ; Adams, Leen ; Cauberghe, Veroline |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 31.2012, 2, p. 397-420
|
| Subject: | Werbung | Advertising | Werbeplanung | Advertising planning | Werbepsychologie | Psychology of advertising |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009744449