Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights from a Qualitative Study

Claas Christian Germelmann, Jean-Luc Herrmann (), Mathieu Kacha () and Björn Hüttel
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Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Keywords: Marketing; communication (search for similar items in EconPapers)
Date: 2014-06-03
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Published in 43rd annual conference EMAC 2014: Paradigm shifts & Interactions , EMAC, European Marketing Academy, Jun 2014, Valence Spain

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01375813

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