Metrics
4 Record Views
- Title
- Ad(d)ing value through a mismatch: effects of incongruent advertising on a magazine
- Creators - without role
- Jonas Colliander - Stockholm School of Economics, Department of Marketing and StrategyMicael Dahlén - Stockholm School of Economics, Department of Marketing and StrategySara Rosengren - Stockholm School of Economics, Department of Marketing and StrategyFredrik Törn - Stockholm School of Economics, Center for Consumer Marketing
- Conference
- ICORIA 2010 (Madrid, 2010-06-25 - 2010-06-26)
- Identifiers
- 991001480215606056
- Academic Unit
- Center for Consumer Marketing; Department of Marketing and Strategy
- Language
- English
- Resource Type
- Conference paper