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Die asymmetrische Wirkung eines Akzents in der Werbung
Mai, Robert; Hoffmann, Stefan; Müller, Stefan - In: Marketing : ZFP ; journal of research and management 31 (2009) 4, pp. 255-265
Persistent link: https://www.econbiz.de/10003908008
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Ads for mature consumers : the importance of addressing the changing self-view between the age groups 50+ and 60+
Hoffmann, Stefan; Liebermann, Susanne C.; Schwarz, Uta - In: Journal of promotion management : JPM 18 (2012) 1, pp. 60-82
Persistent link: https://www.econbiz.de/10009535754
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The effectiveness of humor in advertising cross-cultural study in Germany and Russia
Müller, Stefan; Hoffmann, Stefan; Schwarz, Uta; … - In: Journal of euromarketing 20 (2011) 1/2, pp. 7-20
Persistent link: https://www.econbiz.de/10009549049
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Humor und Kultur : eine empirische Untersuchung
Schwarz, Uta; Hoffmann, Stefan - 2008
Persistent link: https://www.econbiz.de/10003787470
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Wer lacht über humorvolle Werbung? : der Einfluss von Kultur und Geschlecht
Schwarz, Uta; Hoffmann, Stefan - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 55 (2009) 2, pp. 19-30
Persistent link: https://www.econbiz.de/10003854851
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Do men and women laugh about different types of humor? : a comparison of satire, sentimental comedy, and comic wit in print ads
Schwarz, Uta; Hoffmann, Stefan; Klug, Katharina - In: Journal of current issues and research in advertising : … 36 (2015) 1, pp. 70-87
Persistent link: https://www.econbiz.de/10011304688
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The effectiveness of consume-less appeals in social marketing
Balderjahn, Ingo; Hoffmann, Stefan - In: Journal of macromarketing 44 (2024) 2, pp. 258-275
Persistent link: https://www.econbiz.de/10014584731