Browsing by Author "Λάγιος, Ιωάννης"
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The use of humor in marketing and research on how it affects consumer behavior.T.E.I. of Crete, School of Management and Economics (SDO), Department of Marketing (in Ierapetra)
Authors: Lagios, Ioannis; Samouri, Iliana; Christaki, Marina
Thesis advisor: Mastorakis, Georgios
Publication Date: 2016-07-11Humor is an integral part of communication and holds an important place in advertising, as it establishes a connection with pleasant feelings. The challenge for businesses is to determine if pleasant climate of humorous ...