Media context and advertising effectiveness: The role of context appreciation and context/ad similarity

Journal of Advertising

Volumn 31, Issue 2, 2002, Pages 49-61

  De Pelsmacker, Patrick ^a   Geuens, Maggie ^a   Anckaert, Pascal ^a  

^a GHENT UNIVERSITY   (Belgium)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0039486136     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2002.10673666     Document Type: Article

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