Increasing the Effectiveness of Foreign Brand Communication: Consumer Culture Positioning and Brand Schema Violations

Publications: Contribution to book › Contribution to proceedings › Peer Reviewed

Original language	English
Title of host publication	Proceedings of the 7th European Marketing Academy Regional Conference
Publication status	Published - 2016
Event	7th European Marketing Academy Regional Conference - Sarajevo, Bosnia and Herzegovina Duration: 14 Sep 2016 → 16 Sep 2016

Conference	7th European Marketing Academy Regional Conference
Country/Territory	Bosnia and Herzegovina
City	Sarajevo
Period	14/09/16 → 16/09/16

Austrian Fields of Science 2012

@inproceedings{3fc3abb4ead94800a16e0851be32b382,

title = "Increasing the Effectiveness of Foreign Brand Communication: Consumer Culture Positioning and Brand Schema Violations",

keywords = "IB, BWL",

author = "Georgios Halkias and Milena Micevski and Adamantios Diamantopoulos and Christine Milchram",

year = "2016",

language = "English",

booktitle = "Proceedings of the 7th European Marketing Academy Regional Conference",

note = "null ; Conference date: 14-09-2016 Through 16-09-2016",

}

TY - GEN

T1 - Increasing the Effectiveness of Foreign Brand Communication: Consumer Culture Positioning and Brand Schema Violations

AU - Halkias, Georgios

AU - Micevski, Milena

AU - Diamantopoulos, Adamantios

AU - Milchram, Christine

PY - 2016

Y1 - 2016

KW - IB

KW - BWL

UR - http://www.efsa.unsa.ba/emacregional2016/sites/default/files/EMAC_SARAJEVO_Pocket%20Program_FINAL_2.pdf

M3 - Contribution to proceedings

BT - Proceedings of the 7th European Marketing Academy Regional Conference

Y2 - 14 September 2016 through 16 September 2016

ER -