The effects of message order on emotions and donation intention in charity advertising : the mediating roles of negative and positive empathy
Year of publication: |
2023
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Authors: | Bae, Mikyeung |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 3, p. 270-287
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Subject: | Charity advertising | message order | negative empathy | positive empathy | Emotion | Fundraising | Werbewirkung | Advertising effects | Wohltätigkeit | Charity | Werbung | Advertising | Gemeinnützige Organisation | Charitable organization | Konsumentenverhalten | Consumer behaviour | Nonprofit-Marketing | Nonprofit marketing | Altruismus | Altruism |
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