Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity

Georgios Halkias*, Milena Micevski, Adamantios Diamantopoulos, Christine Milchram

*Corresponding author for this work

Research output: Contribution to journal › Article › Scientific › peer-review

25 Citations (Scopus)
227 Downloads (Pure)

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Social Sciences

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Psychology