Aha over Haha : brands benefit more from being clever than from being funny
Holly S. Howe, Lingrui Zhou, Rodrigo S. Dias, Gavan J. Fitzsimons
| Year of publication: |
2023
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|---|---|
| Authors: | Howe, Holly S. ; Zhou, Lingrui ; Dias, Rodrigo S. ; Fitzsimons, Gavan J. |
| Published in: |
Journal of consumer psychology : JCP ; the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1532-7663, ZDB-ID 2021876-X. - Vol. 33.2023, 1, p. 107-114
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| Subject: | brand perceptions | competence | humor | social media | warmth | Social Web | Social web | Markenartikel | Brand | Markenführung | Brand management | Humor | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/jcpy.1307 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014289745