Advertising content and irritation: A study of 226 TV commercials

Journal of International Consumer Marketing

Volumn 10, Issue 4, 1999, Pages 5-27

  De Pelsmacker, P ^a,b   Van den Bergh, J ^b  

^a UNIVERSITY OF ANTWERP   (Belgium)

^b GHENT UNIVERSITY   (Belgium)

Author keywords

Advertising content analysis; Belgium; Irritation; Product category; TV commercials

Indexed keywords

EID: 85024005377     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v10n04_02     Document Type: Article

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