HUMOR IN ADVERTISING - THE MODERATING ROLE OF PRIOR BRAND EVALUATION

被引：180

作者：

CHATTOPADHYAY, A

BASU, K

机构：

来源：

JOURNAL OF MARKETING RESEARCH | 1990年 / 27卷 / 04期

关键词：

D O I：

10.2307/3172631

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

收藏

页码：466 / 476

页数：11

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