Work

Understanding schema incongruity as a process in advertising: Review and future recommendations

Year: 2012

Type: article

Source: Journal of Marketing Communications

DOI: 10.1080/13527266.2012.671187

Author: Hye Jin Yoon

Institution: Southern Methodist University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2033101018

FWCI: 7.308

Cites: 89

Cited by: 94

Related to: 10