Publication
Title
The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use
Author
De Pelsmacker, Patrick
Geuens, Maggie
Language
English
Source (book)
The changing world of corporate and marketing communications: towards the next millenia: proceedings of the 3rd Annual Conference of the Global Institute for Corporate and Marketing Communications / Kitchen, P.J. [edit.]
Publication
s.l.
:
1998
Volume/pages
p. 258-272
UAntwerpen
Faculty/Department
Faculty of Business and Economics
Research group
Marketing
Publication type
P3 Proceeding
Affiliation
Publications with a UAntwerp address
External links
Record
Identifier
Creation
08.10.2008
Last edited
07.10.2022
To cite this reference
https://hdl.handle.net/10067/252060151162165141