Title
The impact of media context-ad similarity and media context appreciation on advertising effectiveness The impact of media context-ad similarity and media context appreciation on advertising effectiveness
Author
Faculty/Department
Faculty of Applied Economics
Publication type
conferenceObject
Publication
Braga , [*]
Source (book)
Proceedings of the 31st Annual Conference of the European Marketing Academy
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle