Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor

Anna Rößner, Maren Kämmerer and Martin Eisend

Year of publication:	2017
Authors:	Rößner, Anna ; Kämmerer, Maren ; Eisend, Martin
Published in:	International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 1, p. 190-205
Subject:	ethnic advertising \| ethnic minority \| ethnic identity \| humor \| stereotyping \| Ethnische Gruppe \| Ethnic group \| Humor \| Konsumentenverhalten \| Consumer behaviour \| Werbewirkung \| Advertising effects \| Werbung \| Advertising \| Kulturelle Identität \| Cultural identity \| Zielgruppe \| Target group

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