If it's legal, is it acceptable? Consumer reactions to online covert marketing

George R. Milne; Andrew Rohm; Shalini Bahl

doi:10.2753/JOA0091-3367380408

If it's legal, is it acceptable? Consumer reactions to online covert marketing

George R. Milne
, Andrew Rohm
, Shalini Bahl

University of Massachusetts Amherst
Northeastern University
IAM Business Consulting

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

Original language	English
Pages (from-to)	107-122
Number of pages	16
Journal	Journal of Advertising
Volume	38
Issue number	4
DOIs	https://doi.org/10.2753/JOA0091-3367380408
State	Published - Dec 1 2009
Externally published	Yes

ASJC Scopus Subject Areas

Business and International Management
Communication
Marketing

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10.2753/JOA0091-3367380408

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If it's legal, is it acceptable? Consumer reactions to online covert marketing

ASJC Scopus Subject Areas

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