The Degree of Ad–Brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes.

Autor: Halkias, Georgios1,2 (AUTHOR) georgios.halkias@univie.ac.at, Kokkinaki, Flora2 (AUTHOR)
Zdroj: Journal of Advertising. Winter2014, Vol. 43 Issue 4, p397-409. 13p. 1 Color Photograph, 1 Black and White Photograph, 1 Diagram, 2 Charts.
Databáze: Business Source Ultimate
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