"Enculturated" pleasure : a study in multicultural engagement ; how do Mexican and U.S. consumers respond to humorous advertising differently?
Year of publication: |
2014
|
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Authors: | Wang, Valerie Lynette ; Cruthirds, Kevin W. ; Wang, Yong Jian ; Wei, Jie |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 3, p. 320-331
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Subject: | Werbung | Advertising | Humor | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity | Vergleich | Comparison | USA | United States | Mexiko | Mexico |
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