The effectiveness of regulatory (in)congruent ads: The moderating role of an ad's rational versus emotional tone
| Year of publication: |
2012
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| Authors: | Cornelis, Erlinde ; Adams, Leen ; Cauberghe, Veroline |
| 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. 31.2012, 2, p. 397-421
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