Influence of media context on humorous advertising effectiveness
Year of publication: |
2017
|
---|---|
Authors: | Khandeparkar, Kapil ; Abhishek |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 35.2017, 2, p. 259-276
|
Subject: | Advertising | Arousal safety humor | Incongruity resolution humor | Media context | Program-induced mood | Humor | Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Emotion | Mediensektor | Media industries | Fernsehwerbung | Television advertising |
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