Please use this identifier to cite or link to this item:
https://ptsldigital.ukm.my/jspui/handle/123456789/455970| Title: | Consumers' cognitive and emotional response to humor advertising and brand in Malaysia |
| Authors: | Hafizah Omar Zaki Yusniza Kamarulzaman Mozard Mohtar |
| Keywords: | Advertising, brand name products, Malaysia Creativity in advertising, Malaysia Consumer behavior, Malaysia Marketing, Malaysia Government publications, Malaysia |
| Issue Date: | 2022 |
| Description: | CHAPTER 1 Advertising and Branding in Malaysia … 13 CHAPTER 2 Cognition and Emotions of Individuals … 27 CHAPTER 3 A Fundamental Belief in Measuring Humour Advertising … 45 CHAPTER 4 Consumer’s Cognitive and Emotional Response to Humour Advertising … 60 CHAPTER 5 Consumer’s Cognitive and Emotional Response to Humour Ads and Brands … 74 CHAPTER 6 The Future of Humorous Advertising and Branding in Malaysia … 91 |
| ISBN: | 9786297547046 |
| Pages: | 130 |
| Publisher: | Penerbit Universiti Kebangsaan Malaysia |
| Appears in Collections: | Buku Penerbit UKM |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| F 201. Consumers’ Cognitive and Emotional Response.pdf Restricted Access | 2.67 MB | Adobe PDF |  View/Open |
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