All Stories

  1. One color fits all: product category color norms and (a)typical package colors

    Article • Review of Managerial Science, January 2019, Springer Science + Business Media

    Dr Georgios G. Halkias

  2. Global and local brand stereotypes: formation, content transfer, and impact

    Article • International Marketing Review, January 2019, Emerald

    Dr Georgios G. Halkias

  3. Multiple consumer identities and the crossover effect of the EU identity in predicting domestic and foreign product preferences

    Article • Journal of Business Research, November 2018, Elsevier

    Dr Georgios G. Halkias

  4. CCP and Brand Schema Incongruity: Implications for Foreign Brand Communication

    Article • Journal of Business Research, November 2017, Elsevier

    Dr Georgios G. Halkias

  5. Explicit vs. Implicit Country Stereotypes

    Article • Journal of International Business Studies, May 2017, Springer Science + Business Media

    Dr Georgios G. Halkias

  6. Country stereotypes and perceived brand globalness/localness

    Article • Journal of Business Research, September 2016, Elsevier

    Dr Georgios G. Halkias

  7. Brand schema strength, processing opportunity, and resolution of ad - brand incongruity

    Article • International Journal of Advertising, April 2016, Taylor & Francis

    Dr Georgios G. Halkias

  8. Schema theory in consumer behavior

    Article • Journal of Product & Brand Management, August 2015, Emerald

    Dr Georgios G. Halkias

  9. Ad–Brand Incongruity and Attitude Formation

    Article • Journal of Advertising, October 2014, Taylor & Francis

    Dr Georgios G. Halkias

  10. Increasing advertising effectiveness through incongruity-based tactics: The moderating role of consumer involvement

    Article • Journal of Marketing Communications, July 2013, Taylor & Francis

    Dr Georgios G. Halkias