Assimilation-contrast theory in action : operationalization and managerial impact in a fundraising context
Year of publication: |
June 2017
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Authors: | De Bruyn, Arnaud ; Prokopec, Sonja |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 34.2017, 2, p. 367-381
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Subject: | Assimilation-contrast | Anchors | Appeals scales | Fundraising | Direct marketing | Direktmarketing | Nonprofit-Organisation | Nonprofit organization | Nonprofit-Marketing | Nonprofit marketing |
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