The Power of Emotional Benefits: Examining the Role of Benefit Focus on Donation Behavior

Autor:	Rajesh Bagchi, Nora Moran
Rok vydání:	2019
Předmět:	Marketing Focus (computing) ComputingMilieux_THECOMPUTINGPROFESSION ComputerSystemsOrganization_COMPUTERSYSTEMIMPLEMENTATION business.industry Communication 05 social sciences 050801 communication & media studies Advertising Public relations GeneralLiterature_MISCELLANEOUS Power (social and political) 0508 media and communications Donation 0502 economics and business 050211 marketing Business and International Management Psychology business
Zdroj:	Journal of Advertising. 48:284-291
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.2019.1602857
Popis:	In donation contexts, many advertising appeals focus on the benefits that those in need will receive as the result of donations. Yet little is known about the effect that benefit information has on...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::78791e80dd51911f279286b75c8daac6 https://doi.org/10.1080/00913367.2019.1602857 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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