An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising

An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising

Bibliographic Details
Main Authors: Yam B., Limbu, Bruce A., Huhmann, Robin T., Peterson
Format: text
Language:eng
Published: Emerald 2012
Subjects:
Direct‐to‐consumer advertising,Emotional appeal,Humour,Endorser,Product involvement,Elaboration likelihood model,Advertising,Product endorsement

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