Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=ujoa20 Journal of Advertising ISSN: 0091-3367 (Print) 1557-7805 (Online) Journal homepage: https://www.tandfonline.com/loi/ujoa20 Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha & Peter R. Darke To cite this article: Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha & Peter R. Darke (2020): Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge, Journal of Advertising, DOI: 10.1080/00913367.2020.1745110 To link to this article: https://doi.org/10.1080/00913367.2020.1745110 View supplementary material Published online: 22 Apr 2020. Submit your article to this journal View related articles View Crossmark data