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~person:"Eisend, Martin"
~person:"Wang, Valerie Lynette"
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Humor
13
Advertising
10
Werbung
9
Advertising effects
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5
Konsumentenverhalten
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advertising
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humor
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Eisend, Martin
Wang, Valerie Lynette
Yoon, Hye Jin
14
Schwarz, Gerhard
8
Gulas, Charles S.
7
Hakelmacher, Sebastian
7
Oikarinen, Eeva-Liisa
7
Weinberger, Marc G.
7
McGraw, A. Peter
5
Schwarz, Uta
5
Warren, Caleb
5
Gkorezis, Panagiotis
4
Hoffmann, Stefan
4
Kobel, Sarah
4
Wang, Yong Jian
4
Bauman, Yoram
3
Beck, Hanno
3
Crawford, Heather J.
3
Cruthirds, Kevin W.
3
Friedman, Hershey H.
3
Friedman, Linda Weiser
3
Gregory, Gary D.
3
Grégoire, Yany
3
Hatzithomas, Leonidas
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Klein, Grady
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Kumar, Piyush
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Mayer, James
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Robert, Christopher
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Aguilar Guillén, José Víctor
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Ayoun, Baker
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Berger, Peter L.
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Bernhardt, Wolfgang
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Berthon, Pierre R.
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Bitterly, T. Bradford
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Bonus, Holger
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Boutsouki, Christina
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International journal of advertising : the quarterly review of marketing communications
2
International journal of advertising : the review of marketing communications
1
International journal of consumer studies
1
International journal of e-business research : an official publication of the Information Resources Management Association
1
Journal of advertising : official publication of the American Academy of Advertising
1
Journal of advertising research
1
Journal of current issues and research in advertising : JCIRA
1
Journal of the Academy of Marketing Science
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Marketing Letters
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Marketing intelligence & planning
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Marketing letters : a journal of research in marketing
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ECONIS (ZBW)
12
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1
The influence of humor in advertising : explaining the effects of humor in two-sided messsages
Eisend, Martin
- In:
Psychology & marketing
39
(
2022
)
5
,
pp. 962-973
Persistent link: https://www.econbiz.de/10013186896
Saved in:
2
How to craft humorous advertisements across diverse cultures? : multi-country insights from Brazilian, Chinese and American consumers
Zhu, Ying
;
Wang, Valerie Lynette
;
Wang, Yong Jian
;
Wei, …
- In:
International journal of consumer studies
46
(
2022
)
3
,
pp. 716-730
Persistent link: https://www.econbiz.de/10013176901
Saved in:
3
Gendering conversational humor in advertising : an evolutionary explanation of the effects of spontaneous versus canned humor
Ivanov, Lachezar
;
Eisend, Martin
;
Bayón, Tomás
- In:
International journal of advertising : the review of …
38
(
2019
)
7
,
pp. 979-999
Persistent link: https://www.econbiz.de/10012200363
Saved in:
4
Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor
Rößner, Anna
;
Kämmerer, Maren
;
Eisend, Martin
- In:
International journal of advertising : the quarterly …
36
(
2017
)
1
,
pp. 190-205
Persistent link: https://www.econbiz.de/10011687912
Saved in:
5
Hispanic humor styles on Facebook : an analytical study
Wang, Valerie Lynette
;
Wu, Yi-Chia
;
Lou, Hao
- In:
International journal of e-business research : an …
16
(
2020
)
1
,
pp. 60-73
Persistent link: https://www.econbiz.de/10012212762
Saved in:
6
Explaining the use and effects of humour in advertising : an evolutionary perspective
Eisend, Martin
- In:
International journal of advertising : the quarterly …
37
(
2018
)
4
,
pp. 526-547
Persistent link: https://www.econbiz.de/10011882028
Saved in:
7
"Enculturated" pleasure : a study in multicultural engagement ; how do Mexican and U.S. consumers respond to humorous advertising differently?
Wang, Valerie Lynette
;
Cruthirds, Kevin W.
;
Wang, Yong Jian
- In:
Journal of advertising research
54
(
2014
)
3
,
pp. 320-331
Persistent link: https://www.econbiz.de/10010419812
Saved in:
8
Gender roles and humor in advertising : the occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness
Eisend, Martin
;
Plagemann, Julia
;
Sollwedel, Julia
- In:
Journal of advertising : official publication of the …
43
(
2014
)
3
,
pp. 256-273
Persistent link: https://www.econbiz.de/10010408864
Saved in:
9
Effects of fear-arousing and humorous appeals in social marketing advertising : the moderating role of prior attitude toward the advertised behavior
Jäger, Tilmann
;
Eisend, Martin
- In:
Journal of current issues and research in advertising : …
34
(
2013
)
1
,
pp. 125-134
Persistent link: https://www.econbiz.de/10009770258
Saved in:
10
A comparison of humor styles in US and Mexican television commercials
Cruthirds, Kevin W.
;
Wang, Valerie Lynette
;
Wang, Yong Jian
- In:
Marketing intelligence & planning
30
(
2012
)
4
,
pp. 384-401
Persistent link: https://www.econbiz.de/10009611635
Saved in:
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