The effect of sequential structure in charity advertising on message elaboration and donation intention : the mediating role of empathy
Year of publication: |
2021
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Authors: | Bae, Mikyeung |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 1, p. 177-209
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Subject: | charity advertising | empathy | message elaboration | sequential structure | Fundraising | Emotion | Werbewirkung | Advertising effects | Wohltätigkeit | Charity | Werbung | Advertising | Gemeinnützige Organisation | Charitable organization | Konsumentenverhalten | Consumer behaviour | Altruismus | Altruism | Nonprofit-Marketing | Nonprofit marketing |
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