Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support
| Year of publication: |
2009
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|---|---|
| Authors: | White, Katherine ; Peloza, John |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 73.2009, 4, p. 109-124
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