The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use
De Pelsmacker, Patrick Geuens, Maggie
De Pelsmacker, Patrick
Geuens, Maggie
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Publication Type
Journal article
Editor
Supervisor
Publication Year
1999
Journal
Journal of Marketing Communications
Book
Publication Volume
5
Publication Issue
3
Publication Begin page
113
Publication End page
129
Publication Number of pages
Collections
Abstract
Research Projects
Organizational Units
Journal Issue
Keywords
Marketing Communication