Congruence and Incongruence in Thematic Advertisement–Medium Combinations : Role of Awareness, Fluency, and Persuasion Knowledge

Title data

Germelmann, Claas Christian ; Herrmann, Jean-Luc ; Kacha, Mathieu ; Darke, Peter R.:
Congruence and Incongruence in Thematic Advertisement–Medium Combinations : Role of Awareness, Fluency, and Persuasion Knowledge.
In: Journal of Advertising. Vol. 49 (2020) Issue 2 . - pp. 141-164.
ISSN 1557-7805
DOI: https://doi.org/10.1080/00913367.2020.1745110

Further data

Item Type:	Article in a journal
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 > Chair Business Administration III - Marketing and Consumer Behaviour Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration III - Marketing and Consumer Behaviour > Chair Business Administration III - Marketing and Consumer Behaviour - 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:	07 May 2020 07:05
Last Modified:	07 May 2020 07:05
URI:	https://eref.uni-bayreuth.de/id/eprint/55110