The role of medium content and ad format congruity in influencing advertising outcomes-Reference-Cited by-同舟云学术

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The role of medium content and ad format congruity in influencing advertising outcomes

Published:2015-05-19 Issue:4 Volume:23 Page:371-384
ISSN:1352-7266
Container-title:Journal of Marketing Communications
language:en
Short-container-title:Journal of Marketing Communications

Author:

Bishop Melissa M.¹,Brocato E. Deanne²,Vijayalakshmi Akshaya³

Affiliation:

1. Department of Marketing, University of New Hampshire, Durham, NH 03824, USA

2. Department of Marketing, Huntsman School of Business, Utah State University, 3500 Old Main Hill, Logan, UT 84322, USA

3. Department of Marketing, Iowa State University, Ames, IA 50010, USA

Publisher

Informa UK Limited

Subject

Marketing,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/13527266.2015.1033442

Reference49 articles.

1. Measuring the hedonic and utilitarian sources of consumer attitudes

2. The Impact of Medium Context on Bilingual Consumers' Responses to Code-Switched Advertising

3. Comprende Code Switching?

Cited by 2 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. The concept of integrated communication under close scrutiny: A study on the effects of congruity-based tactics;Communications;2020-04-18

2. Mobile Advert's Contextual Consistency;Advances in Library and Information Science;2020

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