Humor in Advertising: An Empirical Analysis of the Effect of Product Types and Advertising Appeals on Advertising Effectiveness in the FMCG industry

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Keywords	Food & Beverages, Humor, Advertising Effectiveness, FMCG, Non-food products
Thesis Advisor	Boksem, Maarten, Dupont, Lennie
Persistent URL	hdl.handle.net/2105/74249
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	Abouhamar, Maria. (2024). Humor in Advertising: An Empirical Analysis of the Effect of Product Types and Advertising Appeals on Advertising Effectiveness in the FMCG industry. In Marketing Management.http://hdl.handle.net/2105/74249

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