KOREASCHOLAR

THE IMPACT OF CLEVER HUMOR AND EXPERT ENDORSEMENTS IN ADVERTISING

Mira Rudolph, Jooyoung Park, Tae Hyun Baek, Jungkeun Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/443010
Download
Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.1075
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
HumorExpert EndorsementAdvertising
Author
  • Jungkeun Kim(Hotel Management and Tourism, Texas A&M University, New Zealand)
  • Tae Hyun Baek(Sungkyunkwan University, Republic of Korea)
  • Jooyoung Park(Peking University HSBC Business School, China)
  • Mira Rudolph(Peking University HSBC Business School, China)