Effects of congruity, sponsor type, and news story valence on psychological processing of e-sponsors

Petya Eckler, Kyle Heim, Shelly Rodgers

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusPublished - Mar 2009
EventAmerican Academy of Advertising Annual Conference - Cincinnati, United States
Duration: 26 Mar 2009 → …

Conference

ConferenceAmerican Academy of Advertising Annual Conference
CountryUnited States
CityCincinnati
Period26/03/09 → …

Cite this

Eckler, P., Heim, K., & Rodgers, S. (2009). Effects of congruity, sponsor type, and news story valence on psychological processing of e-sponsors. Paper presented at American Academy of Advertising Annual Conference, Cincinnati, United States.