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Keywords: Attitude toward brand
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (1): 74–83.
Published: 09 January 2017
... message and attitude toward brand were highest for congruent messages, followed by when incongruity was resolved and lowest when incongruity was not resolved. Further, consumers’ brand attitudes before and after message exposure were different, with change being most positive for incongruity resolution...
