The impact of American advertising humor on Taiwanese consumers
Yu Yao Chang; Soumava Bandyopadhyay
| Year of publication: |
2014
|
|---|---|
| Authors: | Chang, Yu Yao ; Bandyopadhyay, Soumava |
| Published in: |
International business and economics research journal. - Littleton, Colo., ISSN 1535-0754, ZDB-ID 2143670-8. - Vol. 13.2014, 1, p. 93-101
|
| Subject: | Advertising | Humor Appeal | Brand Image | Purchase Motivation | Taiwan | Konsumentenverhalten | Consumer behaviour | Humor | Markenimage | Brand image | Werbewirkung | Advertising effects | Werbung |
| Extent: | Ill. |
|---|---|
| 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/10010250482