The impact of perceived humor, product type, and humor style in radio advertising

TY - JOUR

T1 - The impact of perceived humor, product type, and humor style in radio advertising

AU - Flaherty, Karen

AU - Weinberger, Marc G.

AU - Gulas, Charles S.

PY - 2004/3/1

Y1 - 2004/3/1

UR - http://www.scopus.com/inward/record.url?scp=37249012379&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=37249012379&partnerID=8YFLogxK

UR - https://corescholar.libraries.wright.edu/marketing/5

U2 - 10.1080/10641734.2004.10505154

DO - 10.1080/10641734.2004.10505154

M3 - Article

AN - SCOPUS:37249012379

SN - 1064-1734

VL - 26

SP - 25

EP - 36

JO - Journal of Current Issues and Research in Advertising

JF - Journal of Current Issues and Research in Advertising

IS - 1

ER -