Kim, Jungkeun; Kim, Jae-Eun; Marshall, Roger - In: European Journal of Marketing 50 (2016) 7/8, pp. 1399-1425
Purpose This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined is reversed for readers with high PK...