Leveraging Media-Advertising Experiential Congruence

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationAdvertising Research
Subtitle of host publicationMessage, Medium and Context
EditorsPatrick De Pelsmacker, Nathalie Dens
Place of PublicationAntwrpen
PublisherGarant Publishers
Pages259-270
Number of pages12
ISBN (Print)9789044123876
StatePublished - 2009

Cite this

Malthouse, E. C., & Calder, B. J. (2009). Leveraging Media-Advertising Experiential Congruence. In P. De Pelsmacker, & N. Dens (Eds.), Advertising Research: Message, Medium and Context (pp. 259-270). Garant Publishers.