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

Author: Yoon Hye Jin  

Publisher: Routledge Ltd

ISSN: 1466-4445

Source: Journal of Marketing Communications, Vol.19, Iss.5, 2013-12, pp. : 360-376

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract