Product Placement: Does Congruity Matter?

Presentation

Anne Roggeveen, Dhruv Grewal, Jens Nordfält and Ronald Goodstein

ACRA Conference (New York)

2016

Metrics

Title: Product Placement: Does Congruity Matter?
Creators - without role: Anne Roggeveen - Babson College
Dhruv Grewal - Babson College
Jens Nordfält - Stockholm School of Economics, Department of Marketing and Strategy
Ronald Goodstein - Georgetown University (US)
Event: ACRA Conference (New York)
Identifiers: 991001480427106056
Academic Unit: Department of Marketing and Strategy
Language: English
Resource Type: Presentation