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Keywords: Humour
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2011) 28 (1): 57–80.
Published: 22 February 2011
... Pelsmacker and Geuens, 1998 ; Unger, 1995) have been rarely used. © Emerald Group Publishing Limited 2011 Humour National cultures Advertising United Kingdom Greece Humor is one of the most commonly used emotional appeals in global advertising (Koudelova and Whitelock, 2001 ; Hanna...
