Perceived Humor and Purchase Intention: Mediating Role of Attitude towards the Advertisement and Brand
In order to investigate the purchase intention of the customers, and its relationship with perceived humor, this research analyses different types of humor that have been used in advertising campaigns. In this regard, multi-mediation analysis has been applied keeping in mind the perspective of humo...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Lahore School of Economics
2020-05-01
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| Series: | The Lahore Journal of Business |
| Subjects: | |
| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/85 |
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