Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach
| Year of publication: |
1997
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|---|---|
| Authors: | Spotts, Harlan E. ; Weinberger, Marc G. ; Parsons, Amy L. |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa : Taylor & Francis, ISSN 0091-3367, ZDB-ID 4351927. - Vol. 26.1997, 3, p. 17-32
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