Georgios G. Halkias
Georgios G. Halkias
TUM School of Management, Technical University of Munich
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Cited by
Cited by
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference
G Halkias, V Davvetas, A Diamantopoulos
Journal of Business Research 69 (9), 3621-3628, 2016
Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the Stereotype Content Model
A Diamantopoulos, A Florack, G Halkias, J Palcu
Journal of International Business Studies 48 (8), 1023-1036, 2017
The Degree of Ad–Brand Incongruity and the Distinction between Schema-Driven and Stimulus-Driven Attitudes
G Halkias, F Kokkinaki
Journal of Advertising 43 (4), 397-409, 2014
Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge
G Halkias
Journal of Product & Brand Management 24 (5), 438-448, 2015
Increasing advertising effectiveness through incongruity-based tactics: The moderating role of consumer involvement
G Halkias, F Kokkinaki
Journal of Marketing Communications 19 (3), 182-197, 2013
Global and local brand stereotypes: Formation, content transfer, and impact
V Davvetas, G Halkias
International Marketing Review, 2018
Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity
G Halkias, M Micevski, A Diamantopoulos, C Milchram
Journal of Business Research 80, 210-217, 2017
Schema strength, processing opportunity, and the rewarding nature of incongruity resolution in advertising
G Halkias, F Kokkinaki
International Journal of Advertising 36 (3), 415-438, 2017
Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach
G Halkias, A Diamantopoulos
International Journal of Research in Marketing 37 (4), 714-736, 2020
Multiple consumer identities and the crossover effect of the EU identity in predicting domestic and foreign product preferences
M Micevski, G Halkias, M Herz
Journal of Business Research 104, 622-631, 2019
How Schema Incongruity Influences Consumer Responses: Exploring the Degree of Incongruity for Different Sources of Discrepancy
G Halkias, F Kokkinaki
ACR European Advances 9, 144-150, 2011
One color fits all: Product category color norms and (a) typical package colors
M Garaus, G Halkias
Review of Managerial Science 14 (5), 1077-1099, 2020
Cognitive and affective responses to schema incongruent brand messages: An empirical study
G Halkias, F Kokkinaki
Neuroscience and the Economics of Decision Making (ed. Alessandro Innocenti …, 2012
When country competence backfires: Stereotype-driven emotions and the dark side of envy
G Halkias, A Diamantopoulos, A Florack
Proceedings of the European Marketing Academy 48, 4364, 2019
The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework
D Bourdin, G Halkias, K Makri
Journal of Business Research 137, 28-38, 2021
Eyes Wide Shut? Understanding and Managing Consumers’ Visual Processing of Country‐of‐Origin Cues
G Halkias, A Florack, A Diamantopoulos, J Palcu
British Journal of Management, 2021
How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach
N Michaelidou, M Micevski, G Halkias
International Marketing Review, 2020
The “Common Good” Phenomenon in Country of Origin Effects
M Egger, A Florack, A Diamantopoulos, G Halkias
ACR North American Advances, 2020
Happy to have and happy to do: The role of self-expression (a)symmetry in material and experiential purchases
G Halkias, S Kousi, H Baumgartner
ACR North American Advances, 2020
Attention to Country-Of-Origin Information
J Palcu, A Florack, A Diamantopoulos, G Halkias
ACR North American Advances 44, 752, 2016
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