An examination of humor and endorser effects on consumers' responses to direct-to-consumer advertising: The moderating role of product involvement

Author: Limbu Yam B.   Huhmann Bruce A.   Peterson Robin T.  

Publisher: Emerald Group Publishing Ltd

ISSN: 1750-6123

Source: International Journal of Pharmaceutical and Healthcare Marketing, Vol.6, Iss.1, 2012-03, pp. : 23-38

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