Smiling or sad faces in charity display advertising? : a visual-verbal congruency approach considering the role of targeting
Nicola E. Stokburger-Sauer, Verena Hofmann and Lisa Schoner-Schatz
| Year of publication: |
2025
|
|---|---|
| Authors: | Stokburger-Sauer, Nicola ; Hofmann, Verena ; Schoner-Schatz, Lisa |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 44.2025, 4, p. 718-742
|
| Subject: | charity advertising | large-scale field experiment | Online advertising | verbal ad elements | visual ad elements | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Feldforschung | Field research | Wohltätigkeit | Charity | Konsumentenverhalten | Consumer behaviour | Fundraising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2024.2421643 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015531733