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
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.