Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context
Year of publication: |
2020
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Authors: | Kureshi, Sonal ; Thomas, Sujo |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 3, p. 268-289
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Subject: | advertising | Cause-related marketing | communication style | purchase intention | Cause-Related Marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Nonprofit-Marketing | Nonprofit marketing | Fundraising |
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