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Does Thematic Advertising Congruence/Incongruence Matter? : Insights from a Qualitative and an Experimental Study

Title data

Germelmann, Claas Christian ; Herrmann, Jean-Luc ; Kacha, Mathieu ; Darke, Peter ; Bauer, Johanna ; Nowak, Magdalena J.:
Does Thematic Advertising Congruence/Incongruence Matter? : Insights from a Qualitative and an Experimental Study.
2015
Event: 2015 North American Conference of the Association for Consumer Research , 01.-04.10.2015 , New Orleans, USA.
(Conference item: Conference , Speech )

Official URL: Volltext

Further data

Item Type: Conference item (Speech)
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: 20 Mar 2018 09:32
Last Modified: 20 Mar 2018 09:32
URI: https://eref.uni-bayreuth.de/id/eprint/42886