Leveraging creativity in charity marketing : the impact of engaging in creative activities on subsequent donation behavior
Year of publication: |
2022
|
---|---|
Authors: | Xu, Lidan ; Mehta, Ravi ; Dahl, Darren W. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 86.2022, 5, p. 79-94
|
Subject: | autonomy | creativity | donation | positive affect | Fundraising | Kreativität | Creativity | Gemeinnützige Organisation | Charitable organization | Kreativsektor | Creative industries |
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