External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand

Grochowska, A., & Falkowski, A. (2017). External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand. In Advances in Advertising Research VIII (pp. 97–107). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_8