Could placing ads wrong be right? Advertising effects of thematic incongruence

Journal of Advertising

Volumn 37, Issue 3, 2008, Pages 57-67

  Dahlén, Micael ^a   Rosengren, Sara ^a   Törn, Fredrik ^a   Öhman, Niclas ^a  

^a STOCKHOLM SCHOOL OF ECONOMICS   (Sweden)

Author keywords

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Indexed keywords

EID: 52749085596     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367370305     Document Type: Article

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