Pun-der the Influence: The Mediating Role of Emotions on the Relationship between Pun Usage and Ad Effectiveness

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Keywords	puns, ad-effectiveness, ad-evoked happiness, humour effect, perceived product type, mediation, facereader
Thesis Advisor	Boksem, Maarten, Dupont, Lennie
Persistent URL	hdl.handle.net/2105/72128
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Vijay, Aditi. (2024). Pun-der the Influence: The Mediating Role of Emotions on the Relationship between Pun Usage and Ad Effectiveness. In Marketing Management.http://hdl.handle.net/2105/72128

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