Matching communication modalities: The effects of modality congruence and processing style on brand evaluation and brand choice

Communication Research

Volumn 37, Issue 4, 2010, Pages 576-598

  Fransen, Marieke L ^a   Fennis, Bob M ^b   Pruyn, Ad Th H ^c  

^a UNIVERSITY OF AMSTERDAM   (Netherlands)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

^c UNIVERSITY OF TWENTE   (Netherlands)

Author keywords

Brand evaluation; Brand exposure; Modality; Processing fluency

Indexed keywords

EID: 77955043928     PISSN: 00936502     EISSN: 15523810     Source Type: Journal    
DOI: 10.1177/0093650210368251     Document Type: Article

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