Forschungsprojekt
Werbewirkung absurder Werbung im interkulturellen Vergleich

2012

• Gelbrich, Katja ; Gäthke, Daniel ; Westjohn, Stanford A.:
  The Effectiveness of Absurdity in Advertising Across Cultures.
  In: Journal of Promotion Management. (2012). - S. 1-26.
  ISSN 1049-6491 ; 1540-7594
  (Peer-Review-Journal)

2011

• Gelbrich, Katja ; Gäthke, Daniel ; Westjohn, Stanford A.:
  The effects of absurd ads on memory and persuasion across cultures.
  In: MacCarthy, Martin (Hrsg.): Australia New Zealand Marketing Academy Conference 2011 : marketing in the age of consumerism: Jekyll or Hyde? ; proceedings ; 28-30 November 2011, Perth, Western Australia. - Perth : School of Marketing, Faculty of Business & Law, Tourism and Leisure, Edith Cowan University, 2011. - S. 1-11
  ISBN 978-0-646-56330-5
  (Begutachteter Beitrag / peer-reviewed paper)