Understanding Responses to Schema-Incongruent Brand Communication

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

Original language	English
Title of host publication	Proceedings of the 4th European Marketing Academy Regional Conference
Publication status	Published - 2013
Event	4th EMAC Regional Conference - St. Petersburg, St. Petersburg, Russian Federation Duration: 25 Sep 2013 → 27 Sep 2013

Austrian Fields of Science 2012

@inproceedings{2629c877699f4953bc116c84f8705f9a,

title = "Understanding Responses to Schema-Incongruent Brand Communication",

keywords = "IB, BWL",

author = "Georgios Halkias and Flora Kokkinaki",

year = "2013",

language = "English",

booktitle = "Proceedings of the 4th European Marketing Academy Regional Conference",

note = "4th EMAC Regional Conference ; Conference date: 25-09-2013 Through 27-09-2013",

}