Congruence and Incongruence in Advertising-Medium Combinations: More Than Just Two Sides of the Same Coin - Archive ouverte HAL Accéder directement au contenu
Communication Dans Un Congrès Année : 2016
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hal-02512806 , version 1 (19-03-2020)

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  • HAL Id : hal-02512806 , version 1

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Christian Class Germelmann, Jean-Luc Herrmann, Mathieu Kacha, Peter Darke, Sebastian Macht. Congruence and Incongruence in Advertising-Medium Combinations: More Than Just Two Sides of the Same Coin. North-American Conference of the Association for Consumer Research (ACR), Oct 2016, Berlin, Germany. ⟨hal-02512806⟩
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