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"Enculturated" pleasure : a study in multicultural engagement ; how do Mexican and U.S. consumers respond to humorous advertising differently?

Wang, Valerie Lynette; Cruthirds, Kevin W.; Wang, Yong Jian - In: Journal of advertising research 54 (2014) 3, pp. 320-331

Persistent link: https://www.econbiz.de/10010419812

A comparison of humor styles in US and Mexican television commercials

Cruthirds, Kevin W.; Wang, Valerie Lynette; Wang, Yong Jian - In: Marketing intelligence & planning 30 (2012) 4, pp. 384-401

Persistent link: https://www.econbiz.de/10009611635

Determinants of children's attitudes towards "advergames" : the case of Mexico

Hernandez, Monica D. - In: Young consumers : insight and ideas for responsible … 9 (2008) 3, pp. 112-120

Persistent link: https://www.econbiz.de/10003745620

An emic approach to organizational citizenship behavior of Mexican professionals

Baeza, Miguel A.; Wang, Yong Jian - In: The journal of management development 34 (2015) 8, pp. 1031-1018

Persistent link: https://www.econbiz.de/10011342300

Analyzing organizational citizenship behavior in Mexico : a collectivist perspective

Baeza, Miguel A.; Wang, Yong Jian; Wang, Valerie Lynette - In: Global business and organizational excellence : a … 37 (2017) 1, pp. 16-27

Persistent link: https://www.econbiz.de/10011780264

Determinants of children's attitudes towards “advergames”: the case of Mexico

Hernandez, Monica D. - In: Young Consumers 9 (2008) 2, pp. 112-120

Purpose – The purpose of this paper is to examine the factors contributing to positive attitudes toward advergames among later elementary school children in Mexico. Design/methodology/approach – Data collection was conducted via experiments in an elementary school computer lab followed by a...

Persistent link: https://www.econbiz.de/10015044197

Adolescents, advergames and snack foods : effects of positive affect and experience on memory and choice

Hernandez, Monica D.; Chapa, Sindy - In: Journal of marketing communications 16 (2010) 1/2, pp. 59-68

Persistent link: https://www.econbiz.de/10003952928

Rethinking flow : qualitative insights from Mexican cross-border shopping

Hernandez, Monica D.; Vicdan, Handan - In: The international review of retail, distribution and … 24 (2014) 3, pp. 347-360

Persistent link: https://www.econbiz.de/10010366987

A comparison of humor styles in US and Mexican television commercials

Cruthirds, Kevin W.; Wang, Valerie L.; Wang, Yong J.; … - In: Marketing Intelligence & Planning 30 (2012) 4, pp. 384-401

Purpose – The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach – A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the...

Persistent link: https://www.econbiz.de/10014946306