Effects of message framing, vivideness congruency and statistical framing on responses to charity advertising
Year of publication: |
2010
|
---|---|
Authors: | Chang, Chun-tuan ; Lee, Yu-kang |
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. 29.2010, 2, p. 195-220
|
Subject: | Werbewirkung | Advertising effects | Nonprofit-Marketing | Nonprofit marketing | Wohltätigkeit | Charity | Werbung | Advertising |
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