Sie befinden sich hier:  Fakultäten  Wirtschaftswissenschaftliche Fakultät Ingolstadt  Department of International Management


Paper on the effect of humor in advertising across cultures

The paper „The Effectiveness of Humor in Advertising: A Cross-Cultural Study in Germany and Russia“ written by Prof. Gelbrich together with two colleagues (Schwarz, U.; Hoffmann, S.) was accepted for publication by The Journal of Euromarketing.