Examining the performance of brand-extended thematic-content: The divergent impact of avid- and skim-reader groups

Kimmo Taiminen, Heikki Karjaluoto. Examining the performance of brand-extended thematic-content: The divergent impact of avid- and skim-reader groups. Computers in Human Behavior, 72:449-458, 2017. [doi]

Authors

Kimmo Taiminen

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Heikki Karjaluoto

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