To Challenge or Not to Challenge: Ad-Brand Incongruency and Brand Familiarity

By Micael Dahlen, Fredrik Lange. 2004

106 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9202e087e4ed0176c3f23b9a7f59b3126f1765f7

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In Literature and Literary Theory

1. Hye Jin Yoon

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In Sociology and Political Science

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Citations in the corpus

• Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “For example, to test for effects of ad–brand incongruity, Dahlén and Lange (2004) varied the levels of incongruity and measured ad attitude and brand credibility.”