Being funny is not enough : the influence of perceived humor and negative emotional reactions on brand attitudes
Caleb Warren, Erin Percival Carter and A. Peter McGraw
| Year of publication: |
2019
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|---|---|
| Authors: | Warren, Caleb ; Carter, Erin Percival ; McGraw, A. Peter |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 7, p. 1025-1045
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| Subject: | advertising | attitudes | branding | emotion | Humor | Emotion | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenartikel | Brand | Werbung | Advertising | Werbepsychologie | Psychology of advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1620090 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200365