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"It´s innovative - I like it!": Exploring Consumers´ Perceptions of Innovativeness, Complexity, and Incongruity in an Advertising Context
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"It´s innovative - I like it!": Exploring Consumers´ Perceptions of Innovativeness, Complexity, and Incongruity in an Advertising Context
Type
presentation
Date Issued
2010-05-29
Author(s)
Erz, Antonia
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Event Title
23rd EMAC Doctoral Colloquium
Event Location
Copenhagen, Denmark
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/96449
Subject(s)
business studies
Division(s)
ICI - Institute for C...
Eprints ID
68577
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