Creative Analogy As a Means of Articulating Incongruent Sponsorships

R Madrigal; J King

doi:10.1080/00913367.2017.1396513

Creative Analogy As a Means of Articulating Incongruent Sponsorships

R Madrigal, J King

Management and Marketing

Research output: Contribution to journal › Article › peer-review

22 Scopus citations

Original language	American English
Pages (from-to)	521-535
Number of pages	15
Journal	Journal of Advertising
Volume	46
Issue number	4
DOIs	https://doi.org/10.1080/00913367.2017.1396513
State	Published - 2017

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10.1080/00913367.2017.1396513

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Creative Analogy As a Means of Articulating Incongruent Sponsorships

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