Perceived humorand purchase intention : mediating role of attitude towards the advertisement and brand
Year of publication: |
2020
|
---|---|
Authors: | Hameed, Irfan ; Khan, Muhammad Babar ; Shahab, Atif |
Published in: |
The Lahore journal of business. - Lahore : [Verlag nicht ermittelbar], ISSN 2791-3139, ZDB-ID 2798394-8. - Vol. 8.2019/2020, 2, p. 55-84
|
Subject: | Perceived humor | attitude towards the advertisement | attitude towards the brand | message arguments | self-monitoring | purchase intention | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Meinung | Opinion | Markenimage | Brand image | Werbung | Advertising | Markenführung | Brand management | Markenartikel | Brand |
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