The effect of sequential structure in charity advertising on message elaboration and donation intention : the mediating role of empathy
Mikyeung Bae
| Year of publication: |
2021
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| Authors: | Bae, Mikyeung |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 1, p. 177-209
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| Subject: | charity advertising | empathy | message elaboration | sequential structure | Emotion | Werbewirkung | Advertising effects | Fundraising | Wohltätigkeit | Charity | Werbung | Advertising | Gemeinnützige Organisation | Charitable organization | Experiment | Konsumentenverhalten | Consumer behaviour | Nonprofit-Marketing | Nonprofit marketing | Altruismus | Altruism |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2020.1809597 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012385183