Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity
- Author(s)
- Georgios Halkias, Flora Kokkinaki
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- Athens University of Economics and Business
- Volume
- Vol. 1
- Pages
- 281-294
- No. of pages
- 14
- Publication date
- 12-2015
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/e53a12ea-bca5-4c50-9ceb-8924cd41b423