# Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective

> Research article (Journal of Marketing Communications, 2020) · cited 18× · AI/ML

**Wikidata**: [openalex:W3019884742](https://www.wikidata.org/wiki/openalex:W3019884742)  
**Source**: https://4ort.xyz/entity/congruity-between-mood-and-brand-involvement-enhances-the-effectiveness-of-message-appeals-dual-processing-model-perspec