The degree of ad-brand incongruity and the distinction between schema-driven and stimulus-driven attitudes

Journal of Advertising

Volumn 43, Issue 4, 2014, Pages 397-409

  Halkias, Georgios ^a   Kokkinaki, Flora ^b  

^a UNIVERSITY OF VIENNA   (Austria)

^b ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS   (Greece)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84910681759     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2014.891087     Document Type: Article

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