Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising
Tae Hyun Baek, Sukki Yoon, Seeun Kim, Yeonshin Kim
| Year of publication: |
2019
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|---|---|
| Authors: | Baek, Tae Hyun ; Yoon, Sukki ; Kim, Seeun ; Kim, Yeonshin |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 30.2019, 1, p. 75-90
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| Subject: | Charitable behavior | Message persuasiveness | Other-benefit appeals | Self-benefit appeals | Social exclusion | Werbewirkung | Advertising effects | Soziale Ausgrenzung | Fundraising | Werbung | Advertising | Altruismus | Altruism | Wohltätigkeit | Charity | Konsumentenverhalten | Consumer behaviour | Soziales Verhalten | Social behaviour | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-019-09481-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012016715