How to craft humorous advertisements across diverse cultures? Multi‐country insights from Brazilian, Chinese and American consumers
| Year of publication: |
2021
|
|---|---|
| Authors: | Zhu, Ying ; Lynette Wang, Valerie ; Wang, Yong J. ; Wei, Joicey J. |
| Published in: |
International Journal of Consumer Studies. - Wiley, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 46.2021, 3 (29.06.), p. 716-730
|
| Publisher: |
Wiley |
| Type of publication: | Article |
|---|---|
| Language: | English |
| Other identifiers: | 10.1111/ijcs.12720 [DOI] |
| Source: | Other ZBW resources |
Persistent link: https://www.econbiz.de/10012635133