| Original language | English |
|---|---|
| Title of host publication | Advertising Research: Message, medium, and context |
| Editors | Patrick de Pelsmacker, Nathalie Dens |
| State | Published - 2009 |
Leveraging Media-Advertisement Experiential Congruence
Edward C. Malthouse, B. Calder
Research output: Chapter in Book/Report/Conference proceeding › Chapter