What's funny and what's not : the moderating role of cultural orientation in ad humor
Yih Hwai Lee and Elison Ai Ching Lim
| Year of publication: |
2008
|
|---|---|
| Authors: | Lee, Yih Hwai ; Lim, Elison Ai Ching |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 37.2008, 2, p. 71-84
|
| Subject: | Werbung | Advertising | Humor | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Konsumentenverhalten | Consumer behaviour | Schätzung | Estimation | China |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003732325