Title
Does the context really matter, and for whom? Explaining the effects of program liking for an advertiser funded program Does the context really matter, and for whom? Explaining the effects of program liking for an advertiser funded program
Author
Faculty/Department
Faculty of Applied Economics
Publication type
bookPart
Publication
London :Emerald, [*]
Subject
Economics
Mass communications
Source (book)
Advertising in new formats and media : current research and implications for marketers / Pelsmaecker, De, Patrick [edit.]
ISBN - Hoofdstuk
978-1-78560-313-6
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle