Using different advertising humor appeals to generate firm-level warmth and competence impressions
Year of publication: |
2023
|
---|---|
Authors: | Hoang, Chi ; Knöferle, Klemens ; Warlop, Luk |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 4, p. 741-759
|
Subject: | Advertising | Competence | Firm impressions | Humor appeals | Warmth | Humor | Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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