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The Effects of Culture and Product Type on the Use of Humor in Greek TV Advertising: An Application of Speck's Humorous Message Taxonomy
Leonidas, Hatzithomas; Christina, Boutsouki; Yorgos, Zotos - In: Journal of current issues and research in advertising : … 31 (2009) 1, pp. 43-62
Persistent link: https://www.econbiz.de/10008311509
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The effects of social media firestorms on company reputation and consumer behavior : the case of reported hostile versus benevolent sexism
Afroditi, Antoniou; Leonidas, Hatzithomas; Eirini, Tsichla - In: Advances in Advertising Research XIV : Harder, Better, …, (pp. 11-23). 2024
Persistent link: https://www.econbiz.de/10015064285
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Entertainment in news media brands : development of a structural model in the USA and India that leads to positive intention to purchase online news
Riskos, Kyriakos; Leonidas, Hatzithomas; Dekoulou, Paraskevi - In: Advances in Advertising Research XIV : Harder, Better, …, (pp. 205-216). 2024
Persistent link: https://www.econbiz.de/10015064336