# The Effect of Online versus Offline Retailer-Brand Image Incongruity on the Flow Experience

> Research article (The Journal of Marketing Theory and Practice, 2015) · cited 39× · AI/ML

**Wikidata**: [openalex:W1551766875](https://www.wikidata.org/wiki/openalex:W1551766875)  
**Source**: https://4ort.xyz/entity/the-effect-of-online-versus-offline-retailer-brand-image-incongruity-on-the-flow-experience