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Humorous advertising that travels: A review and call for research

Crawford, Heather J.; Gregory, Gary D. - In: Journal of Business Research 68 (2015) 3, pp. 569-577

effectiveness. A set of research propositions is developed to guide further research on humor in cross-cultural advertising. … appearances in advertising, within and across national contexts, researchers tend to treat humor as a culture-bound phenomenon …-cultural advertising. This article undertakes a systematic review and synthesis of literature on humor in cross-cultural advertising to …

Persistent link: https://www.econbiz.de/10011193934

Looking in through outdoor : a socio-cultural and historical perspective on the evolution of advertising humour

Weinberger, Marc G.; Gulas, Charles S.; Weinberger, … - In: International journal of advertising : the quarterly … 34 (2015) 3, pp. 447-472

Persistent link: https://www.econbiz.de/10011546528

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

Understanding responses to comedic advertising aggression : the role of vividness and gender identity

Weinberger, Marc G.; Swani, Kunal; Yoon, Hye Jin; … - In: International journal of advertising : the quarterly … 36 (2017) 4, pp. 562-587

Persistent link: https://www.econbiz.de/10011849120

Gendering conversational humor in advertising : an evolutionary explanation of the effects of spontaneous versus canned humor

Ivanov, Lachezar; Eisend, Martin; Bayón, Tomás - In: International journal of advertising : the review of … 38 (2019) 7, pp. 979-999

Persistent link: https://www.econbiz.de/10012200363

The influence of humor in advertising : explaining the effects of humor in two-sided messsages

Eisend, Martin - In: Psychology & marketing 39 (2022) 5, pp. 962-973

Persistent link: https://www.econbiz.de/10013186896

Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor

Rößner, Anna; Kämmerer, Maren; Eisend, Martin - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 190-205

Persistent link: https://www.econbiz.de/10011687912

The application of neuromarketing tools in communication research : a comprehensive review of trends

Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Psychology & marketing 40 (2023) 9, pp. 1737-1756

Persistent link: https://www.econbiz.de/10014338321

Is sexy better than funny? : disentangling the persuasive effects of pleasure and arousal across sex and humour appeals

Das, Enny; Galekh, Maryna; Vonkeman, Charlotte - In: International journal of advertising : the quarterly … 34 (2015) 3, pp. 406-420

Persistent link: https://www.econbiz.de/10011546490

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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