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Keywords: Emotion
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Journal Articles
When Does Humorous Marketing Hurt Brands?
Available to Purchase
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2016) 2 (1): 39–67.
Published: 19 October 2016
... of Business, UCB 419, Boulder, CO 80309, 303-735-3661, USA; peter.mcgraw@colorado.edu . © 2016 C. Warren and A. P. McGraw 2016 C. Warren and A. P. McGraw Licensed re-use rights only Humor Emotion Attitude Advertising Persuasion Being humorous is an effective way for brands to attract...
