Consumer Culture Imagery and Foreign Brands: Ad-Brand Incongruity and Consumers' Desire for Authenticity
- Author(s)
- Georgios Halkias, Sofia Kousi, Milena Micevski
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- Athens University of Economics and Business
- Publication date
- 2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502020 Market research
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/d1786af5-69a9-4c8e-b4de-c006258d1d79