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Congruence and Incongruence in Advertising-Medium Combinations : More Than Just Two Sides of the Same Coin

Title data

Germelmann, Claas Christian ; Herrmann, Jean-Luc ; Kacha, Mathieu ; Darke, Peter ; Macht, Sebastian:
Congruence and Incongruence in Advertising-Medium Combinations : More Than Just Two Sides of the Same Coin.
In: Moreau, Page ; Puntoni, Stefano , Association for Consumer Research; University of Minnesota, Labovitz School of Business & Economics (ed.): ACR 2016 - Wanderlust : proceedings. - Duluth, MN , 2016 . - pp. 452-453 . - IXX, 776 S. . - (Advances in Consumer Research ; 44 )
ISBN 9780915552245

Official URL: Volltext

Further data

Item Type: Article in a book
Refereed: Yes
Institutions of the University: Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Lehrstuhl Betriebswirtschaftslehre III - Marketing und Konsumentenverhalten
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Lehrstuhl Betriebswirtschaftslehre III - Marketing und Konsumentenverhalten > Lehrstuhl Betriebswirtschaftslehre III - Marketing und Konsumentenverhalten - Univ.-Prof. Dr. Claas Christian Germelmann
Profile Fields
Profile Fields > Emerging Fields
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences
300 Social sciences > 330 Economics
Date Deposited: 08 Mar 2018 10:54
Last Modified: 08 Mar 2018 10:54
URI: https://eref.uni-bayreuth.de/id/eprint/42517