Advertising characteristics and the attitude towards the ad: a study of 100 likeable TV-commercials

Publication

Title				Advertising characteristics and the attitude towards the ad: a study of 100 likeable TV-commercials

Author				De Pelsmacker, Patrick Decock, B. Geuens, M.

Language				English

Source (series)				Working paper , 20

Publication				Antwerp : RUCA , 1997

Volume/pages				20 p.

UAntwerpen

Faculty/Department				Faculty of Business and Economics

Research group
Publication type				Minutes and reports

Affiliation				Publications with a UAntwerp address

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Creation

08.10.2008

Last edited

04.03.2024

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