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 Style AAA Style APA 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, September 9). Demystifying the importance of fit: An investigation of the effectiveness of product-premium congruency in marketing promotions involving free premiums. Marketing Management. Retrieved from http://hdl.handle.net/2105/24500

Demystifying the importance of fit