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Conceptualizing Humor in Advertising : The Moderating Role of Self-Monitoring
Hameed, Dr. Irfan - 2019
This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand, and moderating role of self-monitoring in the relationships between perceived humor in the advertisement and purchase intention of the customer. Survey data was collected from...
Persistent link: https://www.econbiz.de/10012893756
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The impact of animal metaphors on consumer response to courtesy advertising
Huang, Wen Hsien; Hsieh, Shao-Yu - In: Journal of retailing and consumer services 75 (2023), pp. 1-10
Persistent link: https://www.econbiz.de/10014372540
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Reklamnye kommunikacii i upravlenie ėkonomičeskim povedeniem rossijskich potrebitelej
Seleznev, Vladimir Nikolaevič - 2009
Persistent link: https://www.econbiz.de/10008667804
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Advertising and consumption
Hogg, Margaret K. (contributor) - 2006
Persistent link: https://www.econbiz.de/10008669072
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The effects of fear appeal : a moderating role of culture and message type
Chung, Hwiman; Ahn, Euijin - In: Journal of promotion management : JPM 19 (2013) 4, pp. 452-469
Persistent link: https://www.econbiz.de/10010198653
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Defensive reactions to slim female images in advertising : the moderating role of mode of exposure
Wan, Fang; Ansons, Tamara L.; Chattopadhyay, Amitava; … - In: Organizational behavior and human decision processes : … 120 (2013) 1, pp. 37-46
Persistent link: https://www.econbiz.de/10009717889
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Tailoring web-based recruiting messages : individual differences in the persuasiveness of affective and cognitive messages
Kraichy, David; Chapman, Derek S. - In: Journal of business and psychology 29 (2014) 2, pp. 253-268
Persistent link: https://www.econbiz.de/10010363943
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Exploring the underlying dimensions of violence in print advertisements
Leonard, Hillary A.; Ashley, Christy - In: Journal of advertising : official publication of the … 41 (2012) 1, pp. 77-90
Persistent link: https://www.econbiz.de/10009536710
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Does gay-themed advertising haunt your brand? : the impact of gay-themed advertising on young heterosexual consumers
Um, Nam-Hyun - In: International journal of advertising : the quarterly … 33 (2014) 4, pp. 811-832
Persistent link: https://www.econbiz.de/10010467576