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Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice

Marieke L. Fransen, Bob M. Fennis, Ad Th. H. Pruyn. Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice. Communication Research, 37(4):576-598, 2010. [doi]

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