When do advertising parodies hurt? : the power of humor and credibility in viral spoof advertisements
Ouidade Sabri; Géraldine Michel
| Year of publication: |
2014
|
|---|---|
| Authors: | Sabri, Ouidade ; Michel, Géraldine |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 2, p. 233-247
|
| Subject: | Werbung | Advertising | Humor | Werbewirkung | Advertising effects | Markenimage | Brand image | Virales Marketing | Viral marketing | Social Web | Social web | Frankreich | France |
| 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/10010383777