ERef Bayreuth

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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 )

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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 > 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:	20 Mar 2018 09:32
Last Modified:	20 Mar 2018 09:32
URI:	https://eref.uni-bayreuth.de/id/eprint/42886