An examination of humor and endorser effects on consumers' responses to direct-to-consumer advertising : the moderating role of product involvement
Year of publication: |
2012
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Authors: | Limbu, Yam B. ; Huhmann, Bruce A. ; Peterson, Robin T. |
Published in: |
International journal of pharmaceutical and healthcare marketing : IJPHM. - Bingley : Emerald, ISSN 1750-6123, ZDB-ID 2364540-4. - Vol. 6.2012, 1, p. 23-38
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Subject: | Humor | Werbepsychologie | Psychology of advertising | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Pharmaindustrie | Pharmaceutical industry | USA | United States |
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