Increasing Advertising Effectiveness through Incongruity-Based Tactics: The Moderating Role of Consumer Involvement

Publications: Contribution to journal › Article › Peer Reviewed

Original language	English
Pages (from-to)	182–197
Journal	Journal of Marketing Communications
Volume	19
Issue number	3
Publication status	Published - 2013

Austrian Fields of Science 2012

@article{2f3bac1e2a864e22842731a41e4bbe92,

title = "Increasing Advertising Effectiveness through Incongruity-Based Tactics: The Moderating Role of Consumer Involvement",

keywords = "IB, BWL",

author = "Georgios Halkias and Flora Kokkinaki",

year = "2013",

language = "English",

volume = "19",

pages = "182–197",

journal = "Journal of Marketing Communications",

issn = "1352-7266",

number = "3",

}