The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use

Author： Pelsmacker Patrick De   Geuens Maggie  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.5, Iss.3, 1999-09, pp. : 113-129

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