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How humor in advertising works: A meta-analytic test of alternative models

Year of Publication: 2011
Authors: Eisend, Martin
Published in:
Marketing Letters.- Springer. - Vol. 22.2011, 2, p. 115-132
Publisher: Springer
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Subjects: Humor | Advertising | Meta-analysis | Structural equation modeling
Type of Publication: Article
Title record from database: RePEc - Research Papers in Economics
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