"When a mismatched advertisement is more persuasive than a matched one: revisiting the functional approach" by Obinna O. Obilo

Selected Works of Bruce Alford

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Article

When a mismatched advertisement is more persuasive than a matched one: revisiting the functional approach

Journal of Marketing Communications (2019)

Obinna O. Obilo, Central Michigan University
Bruce L. Alford, Louisiana Tech University

Link

Disciplines

Public Relations and Advertising,
Business and
Marketing

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/