Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective

Abolhasani, Morteza and Oakes, Steve (2017). Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective. In: Zabkar, Vesna and Eisend, Martin eds. Advances in Advertising Research: Challenges in an Age of Dis-Engagement, Volume VIII. Springer Gabler, pp. 183–196.

DOI: https://doi.org/10.1007/978-3-658-18731-6

URL: https://www.springer.com/la/book/9783658187309

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