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"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
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Does humour travel? : advertising practices and audience effects in the United States and People's Republic of China
Gregory, Gary D.; Crawford, Heather J.; Lu, Lu; Ngo, … - In: International journal of advertising : the review of … 38 (2019) 7, pp. 957-978
Persistent link: https://www.econbiz.de/10012200362
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The impact of cultural differences on the effectiveness of advertisments on the Internet: a comparison among the United States, China, and Germany
Miller, Edward C.; Griffin, Thomas; Paolo, Peter di; … - In: International business and economics research journal 8 (2009) 4, pp. 1-11
Persistent link: https://www.econbiz.de/10003849794
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Effectiveness of absurdity in advertising across cultures
Gelbrich, Katja; Gäthke, Daniel; Westjohn, Stanford A. - In: Journal of promotion management : JPM 18 (2012) 4, pp. 393-413
Persistent link: https://www.econbiz.de/10009678855
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Humor in der Werbung
Nufer, Gerd (contributor); Hirschburger, Linda (contributor) - 2008
Risiken des Einsatzes von humorvoller Werbung analysiert. Die Wirkungen von Humor, d.h. die Beurteilung und Verarbeitung … von Humor in der Werbung sowie die kritische Betrachtung von Beispielen aus der Praxis sollen dem Leser einen Einblick in …
Persistent link: https://www.econbiz.de/10009521424
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"Where I come from" determines, "how I construe my future" : the fit effect of culture, temporal distance, and construal level
Kim, Dong Hoo; Sung, Yongjun; Drumwright, Minette E. - In: International journal of advertising : the quarterly … 37 (2018) 2, pp. 270-288
Persistent link: https://www.econbiz.de/10011859323
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Cultural values reflected in Chinese advertisements : self-construal and persuasion implications
Zhang, Jing - 2004
Persistent link: https://www.econbiz.de/10003946487
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Sex appeal in advertising : what consumers think
Sukanlaya Sawang - In: Journal of promotion management : JPM 16 (2010) 1/2, pp. 167-187
Persistent link: https://www.econbiz.de/10003974808
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Global consumer culture positioning : testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Raymond - In: Journal of international marketing 18 (2010) 2, pp. 20-34
Persistent link: https://www.econbiz.de/10003982220