Dharmmesta, Basu Swastha, Gadjah Mada University Jl. Humaniora No.2 Bulaksumur Yogyakarta 55281, Indonesia
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Vol 34, No 2 (2019): May - Articles
WHAT HAPPENS AFTER THEY LAUGH: HOW HUMOROUS ADVERTISEMENTS HAVE AN EFFECT ON CONSUMERS’ ATTITUDES, WORD OF MOUTH INTENTIONS, AND PURCHASE INTENTIONS, WITH THE NEED FOR HUMOR PLAYING A MODERATING ROLE
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