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~person:"Barta, Sergio"
~person:"Schwarz, Uta"
~person:"Wang, Valerie Lynette"
~subject:"Advertising effects"
~subject:"Germany"
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Barta, Sergio
Schwarz, Uta
Wang, Valerie Lynette
Yoon, Hye Jin
12
Eisend, Martin
6
Gulas, Charles S.
4
Hoffmann, Stefan
4
Oikarinen, Eeva-Liisa
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ECONIS (ZBW)
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1
How to craft humorous advertisements across diverse cultures? : multi-country insights from Brazilian, Chinese and American consumers
Zhu, Ying
;
Wang, Valerie Lynette
;
Wang, Yong Jian
;
Wei, …
- In:
International journal of consumer studies
46
(
2022
)
3
,
pp. 716-730
Persistent link: https://www.econbiz.de/10013176901
Saved in:
2
Influencer marketing on TikTok : the effectiveness of humor and followers' hedonic experience
Barta, Sergio
;
Belanche, Daniel
;
Fernández, Ana
; …
- In:
Journal of retailing and consumer services
70
(
2023
),
pp. 1-12
Persistent link: https://www.econbiz.de/10014239820
Saved in:
3
Do men and women laugh about different types of humor? : a comparison of satire, sentimental comedy, and comic wit in print ads
Schwarz, Uta
;
Hoffmann, Stefan
;
Hutter, Katharina
- In:
Journal of current issues and research in advertising : …
36
(
2015
)
1
,
pp. 70-87
Persistent link: https://www.econbiz.de/10011304688
Saved in:
4
"Enculturated" pleasure : a study in multicultural engagement ; how do Mexican and U.S. consumers respond to humorous advertising differently?
Wang, Valerie Lynette
;
Cruthirds, Kevin W.
;
Wang, Yong Jian
- In:
Journal of advertising research
54
(
2014
)
3
,
pp. 320-331
Persistent link: https://www.econbiz.de/10010419812
Saved in:
5
The effectiveness of humor in advertising cross-cultural study in Germany and Russia
Müller, Stefan
;
Hoffmann, Stefan
;
Schwarz, Uta
; …
- In:
Journal of euromarketing
20
(
2011
)
1/2
,
pp. 7-20
Persistent link: https://www.econbiz.de/10009549049
Saved in:
6
Wirkung humorvoller Printwerbung : eine Analyse moderierender Effekte zielgruppenspezifischer Merkmale
Schwarz, Uta
-
2011
Persistent link: https://www.econbiz.de/10009707346
Saved in:
7
Wer lacht über humorvolle Werbung? : der Einfluss von Kultur und Geschlecht
Schwarz, Uta
;
Hoffmann, Stefan
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
55
(
2009
)
2
,
pp. 19-30
Persistent link: https://www.econbiz.de/10003854851
Saved in:
8
Humor und Kultur : eine empirische Untersuchung
Schwarz, Uta
;
Hoffmann, Stefan
-
2008
Persistent link: https://www.econbiz.de/10003787470
Saved in:
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