Gift or donation? : increase the effectiveness of charitable solicitation through framing charitable giving as a gift
Year of publication: |
2023
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Authors: | Wang, Xue Phyllis ; Wang, Yijie ; Jiang, Yuwei |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 87.2023, 1, p. 133-147
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Subject: | charitable giving | semantic framing | social distance | social exchange | Fundraising | Wohltätigkeit | Charity | Altruismus | Altruism | Motivation | Geschenk | Gifts | Gemeinnützige Organisation | Charitable organization | Austauschtheorie | Social exchange theory |
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