Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights from a Qualitative Study

Autor:	Germelmann, Claas Christian, Herrmann, Jean-Luc, Kacha, Mathieu, Hüttel, Björn
Přispěvatelé:	Centre Européen de Recherche en Economie Financière et Gestion des Entreprises (CEREFIGE), Université de Lorraine (UL), EMAC, European Marketing Academy
Jazyk:	angličtina
Rok vydání:	2014
Předmět:	Marketing communication [SHS.GESTION]Humanities and Social Sciences/Business administration [SHS.ECO]Humanities and Social Sciences/Economics and Finance ComputingMilieux_MISCELLANEOUS
Zdroj:	43rd annual conference EMAC 2014: Paradigm shifts & Interactions 43rd annual conference EMAC 2014: Paradigm shifts & Interactions, EMAC, European Marketing Academy, Jun 2014, Valence Spain
Popis:	International audience
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::d8b91baec7a7396d4128ea334020bfe8 https://hal.univ-lorraine.fr/hal-01375813 Zobrazit plný text záznamu