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~person:"Hsieh, Meng-Hua"
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Consumer mindsets matter : benefit framing and firm-cause fit in the persuasiveness of cause-related marketing campaigns
Yucel-Aybat, Ozge
;
Hsieh, Meng-Hua
- In:
Journal of business research : JBR
129
(
2021
),
pp. 418-427
Persistent link: https://www.econbiz.de/10012509631
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2
Persuasive charity appeals for less and more controllable health causes : the roles of implicit mindsets and benefit frames
Hsieh, Meng-Hua
;
Yucel-Aybat, Ozge
- In:
Journal of advertising : official publication of the …
47
(
2018
)
2
,
pp. 112-126
Persistent link: https://www.econbiz.de/10011876095
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