Title
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