The effectiveness of regulatory (in)congruent ads: The moderating role of an ad's rational versus emotional tone

International Journal of Advertising

Volumn 31, Issue 2, 2012, Pages

  Cornelis, Erlinde ^a   Adams, Leen ^a   Cauberghe, Veroline ^a  

^a GHENT UNIVERSITY   (Belgium)

Author keywords

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EID: 84861323751     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

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