Being funny is not enough : the influence of perceived humor and negative emotional reactions on brand attitudes

Caleb Warren, Erin Percival Carter and A. Peter McGraw

Year of publication:	2019
Authors:	Warren, Caleb ; Carter, Erin Percival ; McGraw, A. Peter
Subject:	advertising \| attitudes \| branding \| emotion \| Humor \| Emotion \| Konsumentenverhalten \| Consumer behaviour \| Werbewirkung \| Advertising effects \| Markenführung \| Brand management \| Werbung \| Advertising \| Markenartikel \| Brand

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