Blar i BI Open på forfatter "Hoang, Chi"
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The effect of shopping mall's composition on store revenue : an empirical study
Hoang, Chi; Fedotova, Valeriya (Master thesis, 2015-08-07) -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
Hoang, Chi; Knöferle, Klemens; Warlop, Luk (Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ... -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
Hoang, Chi; Knöferle, Klemens; Warlop, Luk (Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ...