A meta-analysis of humor in advertising

Journal of the Academy of Marketing Science

Volumn 37, Issue 2, 2009, Pages 191-203

  Eisend, Martin ^a  

^a EUROPEAN UNIVERSITY VIADRINA   (Germany)

Author keywords

Generalization; Humor in advertising; Meta analysis

Indexed keywords

EID: 64549113703     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-008-0096-y     Document Type: Article

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