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

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
Publication type				P3 Proceeding

Affiliation				Publications with a UAntwerp address

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Record

Identifier

Creation

08.10.2008

Last edited

04.03.2024

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