Similar Search Results

Increasing advertising effectiveness through incongruity-based tactics : the moderating role of consumer involvement

Halkias, Georgios; Kokkinaki, Flora - In: Journal of marketing communications 19 (2013) 3, pp. 182-197

Persistent link: https://www.econbiz.de/10009774223

Cognitive and affective responses to schema-incongruent brand messages : an empirical investigation

Halkias, Georgios; Kokkinaki, Flora - In: Neuroscience and the economics of decision making, (pp. 165-181). 2012

Persistent link: https://www.econbiz.de/10010371035

Mental representation of brands : a schema-based approach to consumers’ organization of market knowledge

Halkias, Georgios - In: The journal of product & brand management 24 (2015) 5, pp. 438-448

Persistent link: https://www.econbiz.de/10011442997

Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge

Halkias, Georgios - In: Journal of Product & Brand Management 24 (2015) 5, pp. 438-448

Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands. Extant...

Persistent link: https://www.econbiz.de/10014896747

Shopping orientation and mindsets : how motivation influences consumer information processing during shopping

Büttner, Oliver B.; Florack, Arnd; Göritz, Anja - In: Psychology & marketing 30 (2013) 9, pp. 779-793

Persistent link: https://www.econbiz.de/10009792694

Are consumers' minds or hearts guiding country of origin effects? : conditioning roles of need for cognition and need for affect

Diamantopoulos, Adamantios; Arslanagic-Kalajdzic, Maja; … - In: Journal of business research : JBR 108 (2020), pp. 487-495

Persistent link: https://www.econbiz.de/10012175455