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

Author(s)

Georgios Halkias, Milena Micevski, Adamantios Diamantopoulos, Christine Milchram

Organisation(s)

Department of Accounting, Innovation and Strategy

Publication date

2016

Peer reviewed

Yes

Austrian Fields of Science 2012

502052 Business administration

Keywords

Portal url

https://ucris.univie.ac.at/portal/en/publications/increasing-the-effectiveness-of-foreign-brand-communication-consumer-culture-positioning-and-brand-schema-violations(3fc3abb4-ead9-4800-a16e-0851be32b382).html