Open AccessThe Effectiveness of Humor in Advertising: A Cross-cultural Study in Germany and Russia
Author(s) -
Stefan Müller,
Stefan Hoffmann,
Uta Schwartz,
Katija Gelbrich
Publication year - 2011
Publication title -
journal of euromarketing/journal of euro-marketing
Language(s) - English
Resource type - Journals
eISSN - 1528-6967
pISSN - 1049-6483
DOI - 10.9768/0020.12.01
Subject(s) - advertising , cross cultural , psychology , political science , business , law