Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights from a Qualitative Study

Claas Christian Germelmann; Jean-Luc Herrmann; Mathieu Kacha; Björn Hüttel

Conference Papers Year : 2014

Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights from a Qualitative Study

, (1) , (1) ,

1

Claas Christian Germelmann

Function : Author

Jean-Luc Herrmann

Function : Author
PersonId : 738256
IdHAL : jean-luc-herrmann
ORCID : 0000-0001-7787-0889
IdRef : 088726991

Centre Européen de Recherche en Economie Financière et Gestion des Entreprises

Mathieu Kacha

Function : Author
PersonId : 176267
IdHAL : mathieu-kacha
IdRef : 149960514

Centre Européen de Recherche en Economie Financière et Gestion des Entreprises

Björn Hüttel

Function : Author

Keywords

Marketing communication

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Economics and Finance Business administration

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https://hal.univ-lorraine.fr/hal-01375813

Submitted on : Monday, October 3, 2016-3:30:36 PM

Last modification on : Tuesday, September 12, 2023-2:14:15 PM

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hal-01375813 , version 1 (03-10-2016)

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HAL Id : hal-01375813 , version 1

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Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha, Björn Hüttel. Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights from a Qualitative Study. 43rd annual conference EMAC 2014: Paradigm shifts & Interactions , EMAC, European Marketing Academy, Jun 2014, Valence Spain. ⟨hal-01375813⟩

Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights from a Qualitative Study

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