Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity

Georgios Halkias; Flora Kokkinaki

Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity

Department of Accounting, Innovation and Strategy

Publications: Contribution to book › Chapter › Peer Reviewed

Original language	English
Title of host publication	Consumption and Branding Value Networks in New Media Markets
Editors	Z. Vukanovic, J. B. Lesourd, S. Wildman
Place of Publication	Lisbon, Portugal
Publisher	Media XXI - Formalpress
Pages	281-294
Number of pages	14
Volume	Vol. 1
Publication status	Published - 8 Dec 2015

Austrian Fields of Science 2012

502052 Business administration

Keywords

IB
BWL

Cite this

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title = "Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity",

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Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity. / Halkias, Georgios; Kokkinaki, Flora.

Consumption and Branding Value Networks in New Media Markets. ed. / Z. Vukanovic; J. B. Lesourd; S. Wildman. Vol. Vol. 1 Lisbon, Portugal : Media XXI - Formalpress, 2015. p. 281-294 Chapter 11.

Publications: Contribution to book › Chapter › Peer Reviewed

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PY - 2015/12/8

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KW - IB

KW - BWL

UR - http://www.amazon.de/Consumption-Branding-Value-Networks-Markets-ebook/dp/B019530EFS

M3 - Chapter

VL - Vol. 1

SP - 281

EP - 294

BT - Consumption and Branding Value Networks in New Media Markets

A2 - Vukanovic, Z.

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A2 - Wildman, S.

PB - Media XXI - Formalpress

CY - Lisbon, Portugal

ER -

Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity

Austrian Fields of Science 2012

Keywords

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Cite this