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 |
| Subject: | Humor | Advertising | Meta-analysis | Structural equation modeling |
| Extent: | text/html |
|---|---|
| Type of publication: | Article |
| Source: |
Persistent link: https://www.econbiz.de/10009150348