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Could placing ads wrong be right? : advertising effects of thematic incongruence
Dahlén, Micael; Rosengren, Sara; Törn, Fredrik; … - In: Journal of advertising : official publication of the … 37 (2008) 3, pp. 57-67
Persistent link: https://www.econbiz.de/10003766364
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Could Placing ADS Wrong be Right?: Advertising Effects of Thematic Incongruence
Dahlén, Micael; Rosengren, Sara; Törn, Fredrik; … - In: Journal of advertising : official publication of the … 37 (2008) 3, pp. 57-68
Persistent link: https://www.econbiz.de/10008108971
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Think outside the ad : can advertising creativity benefit more than the advertiser?
Rosengren, Sara; Dahlén, Micael; Modig, Erik - In: Journal of advertising : official publication of the … 42 (2013) 4, pp. 320-330
Persistent link: https://www.econbiz.de/10010230068
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Exploring advertising equity : how a brand's past advertising may affect consumer willingness to approach its future ads
Rosengren, Sara; Dahlén, Micael - In: Journal of advertising : official publication of the … 44 (2015) 1, pp. 1-13
Persistent link: https://www.econbiz.de/10010503344
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If advertising won't die, what will it be? Toward a working definition of advertising
Dahlén, Micael; Rosengren, Sara - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 334-345
Persistent link: https://www.econbiz.de/10011591604
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Comment : is advertising a zombie?
Rust, Roland T. - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 346-347
Persistent link: https://www.econbiz.de/10011591605
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Comment : speculations of the future of advertising redux
Stewart, David W. - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 348-350
Persistent link: https://www.econbiz.de/10011591606
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Comment : advertising's domain and definition
Laczniak, Russell N. - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 351-352
Persistent link: https://www.econbiz.de/10011591607
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Comment : advertising, communication, and brands
Eisend, Martin - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 353-355
Persistent link: https://www.econbiz.de/10011591609
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Comment : advertising won't die, but defining it will continue to be challenging
Huh, Jisu - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 356-358
Persistent link: https://www.econbiz.de/10011591610