Publications

The list below includes all publications by members of staff at the Chair of International Marketing. You can view publications selected by type and/or author by using the the pull-down menus and clicking on the Show button.

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Journal Articles

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Halkias, G. and Kokkinaki F., "Schema Strength, Processing Opportunity, and the Rewarding Nature of Incongruity Resolution in Advertising", International Journal of Advertising, Vol. 36, No. 3, 2017, pp. 415-438 doi: 10.1080/02650487.2016.1169579.
Diamantopoulos, A., Florack, A., Halkias, G. and Palcu, J., "Explicit versus Implicit Country Stereotypes as Predictors of Product Preferences: Insights from the Stereotype Content Model", Journal of International Business Studies, Vol. 48, 2017 , in press.
Halkias, G., Micevski, M. Diamantopoulos A., and Milchram C., "Exploring the Effectiveness of Foreign Brand Communication: Consumer Culture ad Imagery and Brand Schema Incongruity", Journal of Business Research, 2017 , in press.
Halkias, G., Davvetas V. and Diamantopoulos, A., "The Interplay Between Country Stereotypes and Perceived Brand Globalness/Localness as Drivers of Brand Preference", Journal of Business Research, Vol. 69, No. 9, 2016, pp. 3621-3628.
Halkias, G., "Mental Representations of Brands: A Schema-Based Approach to Consumers' Organization of Market Knowledge", Journal of Product & Brand Management, Vol. 24, No. 5, 2015, pp. 438-448.
Halkias, G. and Kokkinaki, F., "The Degree of Ad-Brand Incongruity and the Distinction between Schema-Driven and Stimulus-Driven Attitudes", Journal of Advertising, Vol. 43, No. 4, 2014, pp. 397-409.
Halkias, G. and Kokkinaki F., "Increasing Advertising Effectiveness through Incongruity-Based Tactics: The Moderating Role of Consumer Involvement", Journal of Marketing Communications, Vol. 19, No. 3, 2013, pp. 182-197.
Halkias, G. and Kokkinaki F., "How Schema Incongruity Influences Consumer Responses: Exploring the Degree of Incongruity for Different Sources of Discrepancy", European Advances in Consumer Research, Vol. 9, 2011, pp. 144-150.
Halkias, G. and Kokkinaki F., "Investigating Consumer Responses to Schema-Incongruent Advertising Information", International Journal of Management Cases,, Vol. 2, No. 2, 2010, pp. 729-738.

Contributions to Edited Volumes

Halkias, G. and Kokkinaki, F., "Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity" in Vukanovic, Z., Lesourd, J. B. and Wildman, S. (eds.): Consumption and Branding Value Networks in New Media Markets, Lisbon, Portugal: Media XXI, Vol. 1, 2015, pp. 281-294.
Halkias, G. and Kokkinaki F., "Cognitive and Affective Responses to Schema Incongruent Brand Messages: An Empirical Study" in Innocenti, A. and Angela Sirigu, A. (eds.): Neuroscience and the Economics of Decision Making,, London, United Kingdom: Routlegde, 2012, pp. 163-175.
Halkias, G. and Kokkinaki F., "Effects of Exposure to Schema-(In)Congruent Advertising Information on Consumer Cognitive Processes and Evaluative Responses: The Role of the Source of Incongruity and Consumer Involvement" in Katsoulakos Y. (ed.): Basic Research in the Athens University of Economics and Business, Athens, Greece: AUEB Publications, 2010, pp. 163-175.

Conference Proceedings

Halkias, G., Florack, A., Diamantopoulos, A. and Palcu J., "Country-Related Emotions as Mediators of the Relationship Between Country Stereotype Dimensions and Brand Affect", Proceedings Annual Conference of the European Marketing Academy, (May 23-26, 2017, Groningen, The Netherlands) .
Palcu, J., Florack, A., Diamantopoulos, A. and Halkias, G., "Attention to Country-of-Origin Information: An Eye-Tracking Approach", Proceedings of the American Marketing Association Winter Educators' Conference, (Feb 17-19, 2017, Orlando, USA) .
Halkias, G., Micevski, M., Diamantopoulos, A. and Milchram, C., "Increasing the Effectiveness of Foreign Brand Communication: Consumer Culture Positioning and Brand Schema Violations", Proceedings of the 7th EMAC Regional Conference, (Sept 14-16, 2016, Sarajevo, Bosnia and Herzegovina) .
Davvetas, V., Diamantopoulos, A. and Halkias, G., ""Turning the Tables": Building Strong Local Brands to Compete Against Global Rivals", Proceedings Annual Conference of the European Marketing Academy, (May 24-27, 2016, Oslo, Norway) .
Davvetas, V., Halkias, G. and Diamantopoulos, A., "Perceived Brand Globalness/Localness versus Country Stereotypes as Drivers of Brand Purchase Intentions", 6th EMAC Regional Conference, (Sept 16-18, 2015, Vienna, Austria) .
Halkias, G., Florack, A., Diamantopoulos, A. and Palcu, J., "Explicit and Implicit Country-of-Origin Stereotypes: Using the Stereotype Content Model to Predict Consumer Responses", Proceedings Annual Conference of the European Marketing Academy, (May 26-29, 2015, Leuven, Belgium) .
Halkias, G. and Kokkinaki F., "Understanding Responses to Schema-Incongruent Brand Communication", Proceedings of the 4th European Marketing Academy Regional Conference, (Sept 25-27, 2013, St. Petersburg, Russia) .
Halkias, G. and Kokkinaki F., "Weak vs. Strong Brand Schemata and the Rewarding Nature of Incongruity Resolution in Advertising", Proceedings of the 42nd European Marketing Academy Conference, (June 4-7, 2013, Istanbul, Turkey) , CD-ROM.
Halkias, G. and Kokkinaki F., "Schema Strength and the Process Mediating Consumer Responses to Ad - Brand Incongruity", Proceedings of the 2012 International Conference on Research in Advertising of the European Advertising Academy, (June 28-30, 2012, Stockholm, Sweden) .
Halkias, G. and Kokkinaki F., "Evaluative Responses to Ad - Brand Incongruity: The Moderating Effect of Processing Opportunity", Proceedings of the 10th World Media Economics and Management Conference,, (May 23-27, 2012, Thessaloniki, Greece) .
Halkias, G. and Kokkinaki F., "Discrepant Brand Communication: Processing Limitations and Attitude Formation", Proceedings Annual Conference of the European Marketing Academy, (May 22-25, 2012, Lisbon, Portugal) .
Halkias, G. and Kokkinaki F., "Schema Strength as a Factor Moderating Attitudinal Responses to Discrepant Persuasive Messages", Proceedings of the British Psychological Society - Social Psychology Conference 2011, (Sept 6-8, 2011, Cambridge, United Kingdom) .
Halkias, G. and Kokkinaki F.,, "Increasing Advertising Effectiveness through Incongruity-Based Tactics: The Moderating Role of Consumer Involvement", Proceedings of the 16th International Conference on Marketing and Corporate Communications, (Apr 27-29, 2011, Athens, Greece) .
Halkias, G. and Kokkinaki F., "Attention, Memory, and Evaluation of Schema Incongruent Brand messages: An Empirical Study", Proceedings of the 2010 LabSi Conference on “Neuroscience and Decision Making", (Sept 20-21, 2010, Siena, Italy) .
Halkias, G. and Kokkinaki F., "Responses to Schema (In)congruent Brand Information: Implications for Schema Driven and Stimulus Driven Attitudes", Proceedings of the British Psychological Society – Social Psychology Conference 2010, (Sept 7-9, 2010, Winchester, United Kingdom) .
Halkias, G. and Kokkinaki F., "The Effects of Schema Incongruent Advertising Information: Verbal-Based and Image-Based Incongruity", Proceedings of the 39th European Marketing Academy Conference, Copenhagen Business School, (June 1-4, 2010, Copenhagen, Denmark) .

Conference Papers

Palcu, J., Florack, A., Diamantopoulos, A. and Halkias, G., "Attention to Country of Origin Information", presented at the Association for Consumer Research Conference (Oct 27-30, 2016, Berlin, Germany).