@inproceedings{cegarra:hal-00967961, TITLE = {{L'effet de la congruence entre une {\'e}mission TV et un parrain sur les r{\'e}ponses des consommateurs}}, AUTHOR = {Cegarra, Jean-Jack and Mziou, Rim}, URL = {https://hal-univ-lyon3.archives-ouvertes.fr/hal-00967961}, BOOKTITLE = {{10th International Marketing Trends Conference}}, ADDRESS = {France}, PAGES = {1-24}, YEAR = {2011}, MONTH = Jan, HAL_ID = {hal-00967961}, HAL_VERSION = {v1}, }