Investigating the role of enduring and situational involvement with the program context on advertising effectiveness

Author: Tsiotsou Rodoula H.  

Publisher: Routledge Ltd

ISSN: 1466-4445

Source: Journal of Marketing Communications, Vol.19, Iss.2, 2013-04, pp. : 114-135

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract