Humor in Advertising: The Moderating Role of Prior Brand Evaluation
Author:
Affiliation:
1. Faculty of Management, McGill University.
Publisher
SAGE Publications
Subject
Marketing,Economics and Econometrics,Business and International Management
Link
http://journals.sagepub.com/doi/pdf/10.1177/002224379002700408
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1. The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
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4. The Situational Importance of Recall and Inference in Consumer Decision Making
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