Are two arguments always better than one? : persuasion knowledge moderating the effect of integrated marketing communications

Jungkeun Kim, Jae-Eun Kim and Roger Marshall

Year of publication:	2016
Authors:	Kim, Jungkeun ; Kim, Jae-Eun ; Marshall, Roger
Published in:	European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 7/8, p. 1399-1425
Subject:	Publicity \| Advertising effectiveness \| Integrated marketing communications \| Persuasion knowledge \| Marketingmanagement \| Marketing management \| Werbung \| Advertising \| Werbewirkung \| Advertising effects \| Konsumentenverhalten \| Consumer behaviour

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