Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing
Journal of business research, 2006-06, Vol.59 (6), p.745-754 [Peer Reviewed Journal]ISSN: 0148-2963 ;EISSN: 1873-7978 ;DOI: 10.1016/j.jbusres.2006.01.012
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