The generation of emotions for brand purchase intention

Article

Abstract: Humor as a resource of emotional persuasion, can create harmony and connection between the message o

Palabras claves:

Attitude towards the brand, Emotions in advertising, MEMORY, Neuromarketing, Purchase intent

Autores:

Juanatey-Boga S., Raquel Tinoco-Egas, Valentín Alejandro Martínez Fernández

Fuentes:

scopus