How humor in advertising works : a meta-analytic test of alternative models
Martin Eisend
| Year of publication: |
2011
|
|---|---|
| Authors: | Eisend, Martin |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 22.2011, 2, p. 115-132
|
| Subject: | Werbewirkung | Advertising effects | Humor | Meta-Analyse | Meta-analysis | Strukturgleichungsmodell | Structural equation model |
| 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/10009160251