DOES BRAND ATTITUDE MODERATE THE PERSUASIVENESS OF HUMOR IN ADVERTISING

被引：0
|
作者：
CHATTOPADHYAY, A
BASU, K
机构：
来源：
ADVANCES IN CONSUMER RESEARCH | 1990年 / 17卷
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
引用
下载
收藏
页码：442 / 442
页数：1
相关论文
共 50 条
  • [41] DIMENSIONS OF HUMOR IN ADVERTISING
    LYNCH, MD
    HARTMAN, RC
    JOURNAL OF ADVERTISING RESEARCH, 1968, 8 (04) : 39 - 45
  • [42] The effects of music on emotional response, brand attitude, and purchase intent in an emotional advertising condition
    Morris, JD
    Boone, MA
    ADVANCES IN CONSUMER RESEARCH, VOL. XXV, 1998, 25 : 518 - 526
  • [43] THE EFFECTS OF SPOKESPERSON ACCENT ON ATTITUDE TOWARD ADVERTISING AND BRAND: A HEDONIC VERSUS UTILITARIAN PERSPECTIVE
    Bell, Monique
    Puzakova, Marina
    Kwak, Hyokjin
    PROCEEDINGS OF THE 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE, 2015, : 188 - 188
  • [44] Brand hate and retaliation in Muslim consumers: does offensive advertising matter?
    Noor, Uzma
    Mansoor, Mahnaz
    Rabbani, Sajeela
    JOURNAL OF ISLAMIC MARKETING, 2022, 13 (06) : 1395 - 1413
  • [45] Does advertising create sustained firm value? The capitalization of brand intangible
    Fang Wang
    Xiao-Ping (Steven) Zhang
    Ming Ouyang
    Journal of the Academy of Marketing Science, 2009, 37 : 130 - 143
  • [46] Does advertising create sustained firm value? The capitalization of brand intangible
    Wang, Fang
    Zhang, Xiao-Ping
    Ouyang, Ming
    JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2009, 37 (02) : 130 - 143
  • [47] Does advertising matter to store brand purchase intention? A conceptual framework
    Levy, Shalom
    Gendel-Guterman, Hanna
    JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2012, 21 (02): : 89 - +
  • [48] PERSUASIVENESS OF LABELS - ATTITUDE CHANGE PRODUCED THROUGH DEFINITION OF ATTITUDE CONTINUUM
    EISER, JR
    WHITE, CJM
    EUROPEAN JOURNAL OF SOCIAL PSYCHOLOGY, 1974, 4 (01) : 89 - 92
  • [49] How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities
    Sethuraman, Raj
    Tellis, Gerard J.
    Briesch, Richard A.
    JOURNAL OF MARKETING RESEARCH, 2011, 48 (03) : 457 - 471
  • [50] Online Friends Determine the Persuasiveness of SNS Advertising Campaigns
    van Noort, Guda
    Antheunis, Marjolijn
    van Reijmersdal, Eva
    TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP, 2011, 39 (04): : 90 - +
12345