Relationship Between Humor in Advertising and Attitude Towards Ads (Record no. 37543)

MARC details
000 -LEADER
fixed length control field 01212nam a22001937a 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 220926b |||||||| |||| 00| 0 eng d
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Simranjeet Kaur
245 ## - TITLE STATEMENT
Title Relationship Between Humor in Advertising and Attitude Towards Ads
Remainder of title A Meta Analysis
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc Mumbai
Name of publisher, distributor, etc Associated Management Consultants (p) Ltd
Date of publication, distribution, etc 2022
300 ## - PHYSICAL DESCRIPTION
Extent Vol 52 Issue 3 March 2022 Pg:- 08-20
520 ## - SUMMARY, ETC.
SUMMARY, ETC. Humor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising. 71 articles were found with studies on both humor and attitude towards the ads, Only 13 studies were included in final study.. The random effect model was used for the effect size because the studies belonged to different populations.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Advertising
654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS
Focus term Meta- Analysis
654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS
Focus term Humor in advertising
700 ## - ADDITIONAL AUTHORS
Personal name Dheeraj Nim
700 ## - ADDITIONAL AUTHORS
Personal name Shamily Jaggi
773 ## - HOST ITEM ENTRY
Title Indian Journal Of Marketing
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Article
100 ## - MAIN ENTRY--PERSONAL NAME
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700 ## - ADDITIONAL AUTHORS
-- 1454
700 ## - ADDITIONAL AUTHORS
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    Dewey Decimal Classification     St. Francis Institute of Management and Research St. Francis Institute of Management and Research 09/26/2022   AR1016 09/26/2022 09/26/2022 09/26/2022 Article