The advertising of services: What is an appropriate role for humor?

Journal of Services Marketing

Volumn 12, Issue 6, 1998, Pages 453-472

  Fugate, Douglas L ^a  

^a WESTERN KENTUCKY UNIVERSITY   (United States)

Author keywords

Advertising; Humour; International marketing; Promotion; Services marketing

Indexed keywords

EID: 84986131948     PISSN: 08876045     EISSN: None     Source Type: Journal    
DOI: 10.1108/08876049810242731     Document Type: Review

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