When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

By Henrik Sjödin, Fredrik Törn. 2006

93 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/d6a775f3682594c7473e1f54d661a7818c860106