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

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https://hal.univ-lorraine.fr/hal-03031674
Contributor : Mathieu Kacha <>
Submitted on : Monday, November 30, 2020 - 3:35:38 PM
Last modification on : Monday, March 29, 2021 - 11:30:05 AM

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Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha, Peter Darke. Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge. Journal of Advertising, Taylor & Francis (Routledge), 2020, 49 (2), pp.141-164. ⟨10.1080/00913367.2020.1745110⟩. ⟨hal-03031674⟩

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