Zhou, Yanfeng; Poon, Patrick; Yu, Chunling - In: Marketing Intelligence & Planning 30 (2012) 5, pp. 535-552
Purpose – The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely …. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and … China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in …