Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 2 of 2 for “"Ad-context Congruence"”.
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Did I see this ad because of you or me? Exploring the effects of attributional cues and ad-context congruence on advertising effects
Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2027-05-01
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Online cause-related marketing: the impact of donation amount and congruence on consumers’ response.
… Originally, it was practised offline, and academic research on CRM has focused on that context (Ha 2008; Segev et al. 2014). However, the online medium presents unique characteristics, such as interactivity and global access, which influence marketing. Advances in digital technology and …