Demystifying the importance of fit: An investigation of the effectiveness of product-premium congruency in marketing promotions involving free premiums

Additional Metadata
Keywords	Premium, Congruence, Product involvement, Promotional effectiveness
Thesis Advisor	Fuchs, C., Houwelingen, G.G. van
Persistent URL	hdl.handle.net/2105/24500
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Streng, R.C. (2013). Demystifying the importance of fit: An investigation of the effectiveness of product-premium congruency in marketing promotions involving free premiums. In Marketing Management.http://hdl.handle.net/2105/24500

Demystifying the importance of fit