The "I"of the beholder : how gender differences and self-referencing influence charity advertising
Year of publication: |
2011
|
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Authors: | Chang, Chun-tuan ; Lee, Yu-kang |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 30.2011, 3, p. 447-478
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Subject: | Nonprofit-Marketing | Nonprofit marketing | Wohltätigkeit | Charity | Werbewirkung | Advertising effects | Vergleich | Comparison | Geschlecht | Gender | Eigeninteresse | Self-interest | Altruismus | Altruism |
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