The effects of ad-context congruity on ad persuasion : a research framework exploring the moderating roles of consumer motives and argument strength
Achyut Telang, Debajani Sahoo, Sreejesh S.
| Year of publication: |
2017
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|---|---|
| Authors: | Telang, Achyut ; Sahoo, Debajani ; Sreejesh, S. |
| Published in: |
The marketing review. - Helensburgh : Westburn Publ., ISSN 1469-347X, ZDB-ID 2039374-X. - Vol. 17.2017, 2, p. 147-161
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| Subject: | Ad-context congruity | Consumer motives | Argument strength | Felt involvement | Ad persuasiveness | Konsumentenverhalten | Consumer behaviour | Motivation | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1362/146934717X14909733966155 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011820676