Matches in SemOpenAlex for { <https://semopenalex.org/work/W3142107714> ?p ?o ?g. }
Showing items 1 to 75 of
75
with 100 items per page.
- W3142107714 abstract "Purpose - This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand in the relationships between disparagement as a processing stimulus for humor in advertising and purchase intention of the customer.Design/Methodology/Approach - Data has been collected from 202 individuals. Confirmatory factor analysis, structural equation modeling, moderation and mediation analysis have been applied and a good fit between the data and tested model was observed. As predicted, purchase intention was positively related with disparagement and full mediation effect has been found. The results of moderation analysis are quite interesting and have been presented with the help of a chart showing interaction effect.Findings - Findings provide media agencies with an insight into the audience emotional consequences in exposure to disparagement used in advertisements. Findings are particularly salient for national and multinational media agencies in Pakistan as well in the other parts of the world.Originality/Value - This is one of the first studies to provide empirical support for the relationships between disparagement and purchase intention in Western and non-Western (Pakistani) context." @default.
- W3142107714 created "2021-04-13" @default.
- W3142107714 creator A5027713282 @default.
- W3142107714 creator A5073088592 @default.
- W3142107714 creator A5082605124 @default.
- W3142107714 date "2015-06-30" @default.
- W3142107714 modified "2023-09-24" @default.
- W3142107714 title "Disparagement as a Processing Stimulus for Humor in Advertising" @default.
- W3142107714 hasPublicationYear "2015" @default.
- W3142107714 type Work @default.
- W3142107714 sameAs 3142107714 @default.
- W3142107714 citedByCount "0" @default.
- W3142107714 crossrefType "posted-content" @default.
- W3142107714 hasAuthorship W3142107714A5027713282 @default.
- W3142107714 hasAuthorship W3142107714A5073088592 @default.
- W3142107714 hasAuthorship W3142107714A5082605124 @default.
- W3142107714 hasConcept C105795698 @default.
- W3142107714 hasConcept C11012388 @default.
- W3142107714 hasConcept C112698675 @default.
- W3142107714 hasConcept C144133560 @default.
- W3142107714 hasConcept C15744967 @default.
- W3142107714 hasConcept C158016649 @default.
- W3142107714 hasConcept C17744445 @default.
- W3142107714 hasConcept C179420905 @default.
- W3142107714 hasConcept C199539241 @default.
- W3142107714 hasConcept C2776950860 @default.
- W3142107714 hasConcept C2780719617 @default.
- W3142107714 hasConcept C33923547 @default.
- W3142107714 hasConcept C40722632 @default.
- W3142107714 hasConcept C71104824 @default.
- W3142107714 hasConcept C77805123 @default.
- W3142107714 hasConcept C93225998 @default.
- W3142107714 hasConceptScore W3142107714C105795698 @default.
- W3142107714 hasConceptScore W3142107714C11012388 @default.
- W3142107714 hasConceptScore W3142107714C112698675 @default.
- W3142107714 hasConceptScore W3142107714C144133560 @default.
- W3142107714 hasConceptScore W3142107714C15744967 @default.
- W3142107714 hasConceptScore W3142107714C158016649 @default.
- W3142107714 hasConceptScore W3142107714C17744445 @default.
- W3142107714 hasConceptScore W3142107714C179420905 @default.
- W3142107714 hasConceptScore W3142107714C199539241 @default.
- W3142107714 hasConceptScore W3142107714C2776950860 @default.
- W3142107714 hasConceptScore W3142107714C2780719617 @default.
- W3142107714 hasConceptScore W3142107714C33923547 @default.
- W3142107714 hasConceptScore W3142107714C40722632 @default.
- W3142107714 hasConceptScore W3142107714C71104824 @default.
- W3142107714 hasConceptScore W3142107714C77805123 @default.
- W3142107714 hasConceptScore W3142107714C93225998 @default.
- W3142107714 hasLocation W31421077141 @default.
- W3142107714 hasOpenAccess W3142107714 @default.
- W3142107714 hasPrimaryLocation W31421077141 @default.
- W3142107714 hasRelatedWork W1751590914 @default.
- W3142107714 hasRelatedWork W2030902708 @default.
- W3142107714 hasRelatedWork W2185176152 @default.
- W3142107714 hasRelatedWork W2420559652 @default.
- W3142107714 hasRelatedWork W2542556594 @default.
- W3142107714 hasRelatedWork W2584731896 @default.
- W3142107714 hasRelatedWork W2803300333 @default.
- W3142107714 hasRelatedWork W2808757649 @default.
- W3142107714 hasRelatedWork W2933801902 @default.
- W3142107714 hasRelatedWork W2945969955 @default.
- W3142107714 hasRelatedWork W2995497215 @default.
- W3142107714 hasRelatedWork W3012182382 @default.
- W3142107714 hasRelatedWork W3095900887 @default.
- W3142107714 hasRelatedWork W3110256182 @default.
- W3142107714 hasRelatedWork W3123309736 @default.
- W3142107714 hasRelatedWork W3127091442 @default.
- W3142107714 hasRelatedWork W3172701014 @default.
- W3142107714 hasRelatedWork W2332694823 @default.
- W3142107714 hasRelatedWork W3011848897 @default.
- W3142107714 hasRelatedWork W3124769583 @default.
- W3142107714 isParatext "false" @default.
- W3142107714 isRetracted "false" @default.
- W3142107714 magId "3142107714" @default.
- W3142107714 workType "article" @default.