Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China
Author:
Affiliation:
1. School of Marketing, University of New South Wales, Sydney, NSW, Australia
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2019.1590068
Reference65 articles.
1. Global brand positioning and perceptions
2. An Examination of Cognitive Factors Related to Humorousness in Television Advertising
3. Global and Cultural Characteristics of Humor in Advertising:
4. Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis
5. Affective Responses Mediating Acceptance of Advertising
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