"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
Subject(s)
Division(s)
Eprints ID
68577