The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of affect intensity

Publication

Title				The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of affect intensity

Author				De Pelsmacker, Patrick Geuens, Maggie

Language				English

Source (series)				Working paper , 22

Publication				Antwerp : RUCA , 1997

Volume/pages				18 p.

UAntwerpen

Faculty/Department				Faculty of Business and Economics

Research group				Marketing
Publication type				Minutes and reports

Affiliation				Publications with a UAntwerp address

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08.10.2008

Last edited

07.10.2022

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