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Consumers’ Evaluation of Ad-Brand Congruity in Comparative Advertising
16 references·0 citing·43 second hop
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References

  • 1997Dimensions of Brand Personality5,056 cited
  • 1996Measuring Brand Equity Across Products and Markets3,591 cited
  • 1981Designing Research for Application1,805 cited
  • 1961A Model for Predictive Measurements of Advertising Effectiveness1,525 cited
  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
  • 1994Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity844 cited
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  • 1992The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency?723 cited
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  • 2005Intercultural Communication on Web sites: A Cross-Cultural Analysis of Web sites from High-Context Cultures and Low-Context Cultures364 cited
  • 1991Substitution in Use and the Role of Usage Context in Product Category Structures360 cited
  • 1993Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing354 cited
  • 1983The novice and the expert: Knowledge-based strategies in political cognition347 cited

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  • 1999Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor336 cited
  • 2000The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising301 cited
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