Choosing the right message for the right cause in social cause advertising : type of social cause message, perceived company, cause fit and the persuasiveness of communication
Year of publication: |
2015
|
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Authors: | Kim, Kihan ; Cheong, Yunjae ; Lim, Joon Soo |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 3, p. 473-494
|
Subject: | social cause advertising | company-cause fit | type of message | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Cause-related marketing | Werbewirkung | Advertising effects | Social Marketing | Social marketing |
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