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Research article

First published 2004-06

Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches

Eun-Ju Lee, David W. Schumann

Marketing Theory

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Research article

First published 1996-12

Role of Imagery in Recall of Deviant News

Prabu David

Journalism & Mass Communication Quarterly

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Research article

First published 2012-4

Get It? Got It. Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity

Ji Hoon Jhang, Susan Jung Grant, Margaret C. Campbell

Journal of Marketing Research

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Other

First published 1999-9

When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads

Toni L. Schmidt, Jacqueline C. Hitchon

Journalism & Mass Communication Quarterly

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Research article

First published 2021-11

Is HUGO still the BOSS? Investigating the reciprocal effects of brand extensions on brand personality of luxury brands

Ian Phau, Insa-Mascha Matthiesen, Anwar Sadat Shimul

Australasian Marketing Journal

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Research article

First published 2023-3

Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures

Hui-Fei Lin, Hsin-yi Sandy Tsai, Benjamin Yeo

Journal of Creative Communications

Open access

Research article

First published 2024-5

How Micro-Influencers’ Personality Influences the Personality of Novice and Established Brands

Sebastian Zwicker, Liudmila Tarabashkina, Michael Proksch [...]

Australasian Marketing Journal

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Research article

First published 2020-9

Eco-Innovations in Global Markets: The Effect of Ecological (In)Congruence on Consumers’ Adoption Intentions

Thi Thanh Huong Tran, Nicholas G. Paparoidamis

Journal of International Marketing

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