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
Journal of Marketing CommunicationsPublished 1 January 1999
Patrick De Pelsmacker, Maggie Geuens
Citations28
SJR quartileQ1
SJR score1.00
SNIP1.33
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Abstract
(1999). 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. Journal of Marketing Communications: Vol. 5, No. 3, pp. 113-129.
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Social SciencesArts and HumanitiesBusiness, Management and Accounting
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