How humor in advertising works: A meta-analytic test of alternative models
Martin Eisend ()
Marketing Letters, 2011, vol. 22, issue 2, pages 115-132
Keywords: Humor; Advertising; Meta-analysis; Structural equation modeling (search for similar items in EconPapers)
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Persistent link: http://EconPapers.repec.org/RePEc:kap:mktlet:v:22:y:2011:i:2:p:115-132
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