The impact of arousing programming and product involvement on advertising effectiveness

Journal of Current Issues and Research in Advertising

Volumn 26, Issue 2, 2004, Pages 41-52

  McGrath, John M ^a   Mahood, Chad ^b  

^a UNIVERSITY OF PITTSBURGH   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34948812659     PISSN: 10641734     EISSN: 21647313     Source Type: Journal    
DOI: 10.1080/10641734.2004.10505163     Document Type: Article

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