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The interplay between advertising claims and product categories in food advertising: a scheme congruity perspective

Collection:
Agricultural Communications Documentation Center (ACDC)
Contributor:
Cheong, Yunjae (main author), Kim, Kihan (author)
Format:
Journal article
Publication Date:
2011-02
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 185
Subject Term:
advertising, appeals (message), attitudes, consumer attitudes, consumers, dairy, drink, food, message content, persuasion, brands, framing