Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing
| Year of publication: |
2006
|
|---|---|
| Authors: | Poncin, Ingrid ; Pieters, Rik ; Ambaye, Michele |
| Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 59.2006, 6, p. 745-754
|
| Publisher: |
Elsevier |