Product Placement: Does Congruity Matter?

Presentation

Anne Roggeveen, Dhruv Grewal, Jens Nordfält and Ronald Goodstein

2016 AMS Annual Conference (Orlando, 2016-05-18 - 2016-05-21)

2016

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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: 2016 AMS Annual Conference (Orlando, 2016-05-18 - 2016-05-21)
Identifiers: 991001480443506056
Academic Unit: Department of Marketing and Strategy
Language: English
Resource Type: Presentation