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 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
Faculty/Department
Faculty of Applied Economics
Publication type
conferenceObject
Publication
s.l. , [*]
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.]
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle