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How Can You Activate ‘Incongruence’ in ‘Customized Communications’ Through African-American Stereotypes? Measuring ‘Customized Communication Incongruity’ in Advertising

Year: 2012

Type: article

Source: Journal of Marketing Development and Competitiveness

Authors: Anshu Saxena Arora, Jun Wu

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2993334724

FWCI:

Cites: 73

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Related to: 10