The role of culture in advertising humor

Marc G. Weinberger; Charles S. Gulas; Michelle F Weinberger

doi:10.4337/9781781005125.00009

The role of culture in advertising humor

Marc G. Weinberger^*, Charles S. Gulas, Michelle F Weinberger

^*Corresponding author for this work

Integrated Marketing Communications

Research output: Chapter in Book/Report/Conference proceeding › Chapter

5 Scopus citations

Original language	English (US)
Title of host publication	Handbook of Developments in Consumer Behaviour
Publisher	Edward Elgar Publishing Ltd.
Pages	83-117
Number of pages	35
ISBN (Print)	9781849802444
DOIs	https://doi.org/10.4337/9781781005125.00009
State	Published - Jan 1 2012

ASJC Scopus subject areas

Business, Management and Accounting(all)

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10.4337/9781781005125.00009

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title = "The role of culture in advertising humor",

author = "Weinberger, {Marc G.} and Gulas, {Charles S.} and Weinberger, {Michelle F}",

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The role of culture in advertising humor

ASJC Scopus subject areas

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