The effectiveness of humor in advertising: Analysis from an international scope

Estela Núñez-Barriopedro, Klaudia Goralczyk Klusek, Luis Tobar-Pesántez

Research output: Contribution to journalArticlepeer-review

1 Scopus citations
Original languageEnglish
JournalAcademy of Strategic Management Journal
Volume18
Issue number4
StatePublished - Aug 2019

Keywords

  • Advertising
  • Agencies
  • Culture
  • Effectiveness
  • Humor
  • International
  • Management

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