The role of ad likability in predicting an ad's campaign performance

Journal of Advertising

Volumn 37, Issue 2, 2008, Pages 85-98

  Bergkvist, Lars ^a   Rossiter, John R ^b  

^a Yonsei University   (South Korea)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 45749125561     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367370207     Document Type: Article

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