Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness

Author： Jurca Maria Alina   Madlberger Maria  

Publisher： Routledge Ltd

E-ISSN： 1466-4445|21|1|48-64

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.21, Iss.1, 2015-01, pp. : 48-64

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