The degree of ad-brand incongruity and the distinction between schema-driven and stimulus-driven attitudes
Year of publication: |
2014
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Authors: | Halkias, Georgios ; Kokkinaki, Flora |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 43.2014, 4, p. 397-409
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Subject: | Werbeplanung | Advertising planning | Markenimage | Brand image | Werbewirkung | Advertising effects |
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