The influence of product/nudity congruence on advertising effectiveness

Journal of Promotion Management

Volumn 11, Issue 2-3, 2006, Pages 61-89

  Sherman, Claire ^a   Quester, Pascale ^a,b  

^a UNIVERSITY OF ADELAIDE   (Australia)

^b MASSEY UNIVERSITY   (New Zealand)

Author keywords

Advertising; Australia; Congruence; Effectiveness; Experiment; Malaysia; Nudity; Sex

Indexed keywords

EID: 33745712545     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v11n02_06     Document Type: Review

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