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Advances in Advertising Research (Vol. IV) : The Changing Roles of Advertising
Rosengren, Sara (ed.); Dahlén, Micael (ed.);  … - 2013
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading...
Persistent link: https://www.econbiz.de/10014277631
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Revisiting the match-up hypothesis : effects of brand-incongruent celebrity endorsements
Törn, Fredrik - In: Journal of current issues and research in advertising : … 33 (2012) 1, pp. 20-36
Persistent link: https://www.econbiz.de/10009671506
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Challenging consistency : effects of brand-incongruent communications
Törn, Fredrik - 2009
Persistent link: https://www.econbiz.de/10003847084
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From advertising avoidance to advertising approach : rethinking attention in new advertising formats
Rosengren, Sara - In: Advertising in new formats and media : current research …, (pp. 3-18). 2016
Persistent link: https://www.econbiz.de/10011473385