Being Funny is Not Enough : The Influence of Perceived Humor and Negative Emotional Reactions on Brand Attitudes
Year of publication: |
2019
|
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Authors: | Warren, Caleb |
Other Persons: | Percival Carter, Erin (contributor) ; McGraw, A. Peter (contributor) |
Publisher: |
[2019]: [S.l.] : SSRN |
Subject: | Emotion | Konsumentenverhalten | Consumer behaviour | Humor | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenartikel | Brand |
Extent: | 1 Online-Ressource (36 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 22, 2019 erstellt |
Other identifiers: | 10.2139/ssrn.3392607 [DOI] |
Classification: | m001 |
Source: | ECONIS - Online Catalogue of the ZBW |
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