The effectiveness of humor in advertising cross-cultural study in Germany and Russia
Year of publication: |
2011
|
---|---|
Authors: | Müller, Stefan ; Hoffmann, Stefan ; Schwarz, Uta ; Gelbrich, Katja |
Published in: |
Journal of euromarketing. - Palmyra, PA : IMDA Press, ISSN 1049-6483, ZDB-ID 1109182-4. - Vol. 20.2011, 1/2, p. 7-20
|
Subject: | Werbewirkung | Advertising effects | Humor | Kulturelle Identität | Cultural identity | Deutschland | Germany | Russland | Russia |
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