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Association ambiguity in brand extension
Kim, Jooyoung; Yoon, Hye Jin - In: Journal of advertising : official publication of the … 42 (2013) 4, pp. 358-370
Persistent link: https://www.econbiz.de/10010230053
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Emotional and cognitive responses to nonhumorous and humorous threat persuasion public service advertisements
Yoon, Hye Jin - In: Journal of current issues and research in advertising : … 36 (2015) 1, pp. 52-69
Persistent link: https://www.econbiz.de/10011304689
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Humor effects in shame-inducing health issue advertising : the moderating effects of fear of negative evaluation
Yoon, Hye Jin - In: Journal of advertising : official publication of the … 44 (2015) 2, pp. 126-139
Persistent link: https://www.econbiz.de/10011292325
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Antecedents of true brand loyalty
Kim, Jooyoung; Morris, Jon D.; Swait, Joffre - In: Journal of advertising : official publication of the … 37 (2008) 2, pp. 99-117
Persistent link: https://www.econbiz.de/10003732338
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Do humour and threat work well together? : the moderating effect of need for cognition in humorous threat persuasion advertisements
Yoon, Hye Jin; Mayer, James Mark - In: International journal of advertising : the quarterly … 33 (2014) 4, pp. 725-740
Persistent link: https://www.econbiz.de/10010467596
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Humorous threat persuasion in advertising : the effects of humor, threat intensity, and issue involvement
Yoon, Hye Jin; Tinkham, Spencer F. - In: Journal of advertising : official publication of the … 42 (2013) 1, pp. 30-41
Persistent link: https://www.econbiz.de/10009738748
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Do Humour and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humourous Threat Persuasion Advertisements
Yoon, Hye Jin; Mayer, James - 2015
Using humour to communicate threatening information in advertising has often been observed in practise, but seldom been tested in research. Integrating the humour and threat persuasion literature, the current research tested the effects of humourous threat persuasion and need for cognition (NFC)...
Persistent link: https://www.econbiz.de/10014140633