Article
When a mismatched advertisement is more persuasive than a matched one: revisiting the functional approach
Journal of Marketing Communications
(2019)
Disciplines
Publication Date
April 9, 2019
DOI
10.1080/13527266.2019.1599989
Citation Information
Obinna O. Obilo and Bruce L. Alford. "When a mismatched advertisement is more persuasive than a matched one: revisiting the functional approach" Journal of Marketing Communications (2019) p. 1 - 19 Available at: http://works.bepress.com/bruce-alford/4/