What's funny and what's not - The moderating role of cultural orientation in ad humor
10.2753/JOA0091-3367370206
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sg-nus-scholar.10635-1304172023-10-25T22:03:15Z What's funny and what's not - The moderating role of cultural orientation in ad humor Lee, Y.H. Lim, E.A.C. MARKETING 10.2753/JOA0091-3367370206 Journal of Advertising 37 2 71-84 2016-11-16T11:05:44Z 2016-11-16T11:05:44Z 2008-06 Article Lee, Y.H., Lim, E.A.C. (2008-06). What's funny and what's not - The moderating role of cultural orientation in ad humor. Journal of Advertising 37 (2) : 71-84. ScholarBank@NUS Repository. https://doi.org/10.2753/JOA0091-3367370206 00913367 http://scholarbank.nus.edu.sg/handle/10635/130417 000256463700007 Scopus |
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National University of Singapore |
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NUS Library |
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Asia |
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Singapore Singapore |
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NUS Library |
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ScholarBank@NUS |
| description |
10.2753/JOA0091-3367370206 |
| author2 |
MARKETING |
| author_facet |
MARKETING Lee, Y.H. Lim, E.A.C. |
| format |
Article |
| author |
Lee, Y.H. Lim, E.A.C. |
| spellingShingle |
Lee, Y.H. Lim, E.A.C. What's funny and what's not - The moderating role of cultural orientation in ad humor |
| author_sort |
Lee, Y.H. |
| title |
What's funny and what's not - The moderating role of cultural orientation in ad humor |
| title_short |
What's funny and what's not - The moderating role of cultural orientation in ad humor |
| title_full |
What's funny and what's not - The moderating role of cultural orientation in ad humor |
| title_fullStr |
What's funny and what's not - The moderating role of cultural orientation in ad humor |
| title_full_unstemmed |
What's funny and what's not - The moderating role of cultural orientation in ad humor |
| title_sort |
what's funny and what's not - the moderating role of cultural orientation in ad humor |
| publishDate |
2016 |
| url |
http://scholarbank.nus.edu.sg/handle/10635/130417 |
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1781790757102813184 |