Congruence and Incongruence in Advertising-Medium Combinations: More Than Just Two Sides of the Same Coin

Christian Class Germelmann, Jean-Luc Herrmann (), Mathieu Kacha (), Peter Darke and Sebastian Macht
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Christian Class Germelmann: Universität Bayreuth [Deutschland] = University of Bayreuth [Germany] = Université de Bayreuth [Allemagne]
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
Peter Darke: York University [Toronto]
Sebastian Macht: Universität Bayreuth [Deutschland] = University of Bayreuth [Germany] = Université de Bayreuth [Allemagne]

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Date: 2016-10-26
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Published in North-American Conference of the Association for Consumer Research (ACR), Oct 2016, Berlin, Germany

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02512806

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