Title

The role of ad likability in predicting an ad's campaign performance

RIS ID

26802

Publication Details

Bergkvist, L. I. & Rossiter, J. R. (2008). The role of ad likability in predicting an ad's campaign performance. Journal of Advertising, 37 (2), 85-98.

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Link to publisher version (DOI)

http://dx.doi.org/10.2753/JOA0091-3367370207