The interacting role of media sequence and product involvement in cross-media campaigns

Author： Voorveld Hilde A.M.   Neijens Peter C.   Smit Edith G.  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.18, Iss.3, 2012-07, pp. : 203-216

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