THE IMPACT OF CLEVER HUMOR AND EXPERT ENDORSEMENTS IN ADVERTISING - koreascholar

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THE IMPACT OF CLEVER HUMOR AND EXPERT ENDORSEMENTS IN ADVERTISING

Mira Rudolph, Jooyoung Park, Tae Hyun Baek, Jungkeun Kim

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/443010

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.1075

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

Humor Expert Endorsement Advertising

저자

Mira Rudolph(Peking University HSBC Business School, China)
Jooyoung Park(Peking University HSBC Business School, China)
Tae Hyun Baek(Sungkyunkwan University, Republic of Korea)
Jungkeun Kim(Hotel Management and Tourism, Texas A&M University, New Zealand)

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