When a mismatched advertisement is more persuasive than a matched one: revisiting the functional approach
Author:
Affiliation:
1. Department of Marketing & Hospitality Services Administration, College of Business, Central Michigan University, Mt. Pleasant, MI, USA
2. Department of Marketing & Analysis, College of Business, Louisiana Tech University, Ruston, LA, USA
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2019.1599989
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