Integrating advertising and publicity : a theoretical examination of the effects of exposure sequence, publicity valence, and product attribute consistency
Jooyoung Kim, Hye Jin Yoon, and Sun Young Lee
| Year of publication: |
2010
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|---|---|
| Authors: | Kim, Jooyoung ; Yoon, Hye Jin ; Lee, Sun Young |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 39.2010, 1, p. 97-113
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| Subject: | Öffentlichkeitsarbeit | Public relations | Werbung | Advertising | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003962685