An Investigation of the Interplay Between Regulatory Fit and Image–Message Congruence in Fundraising Messages

Autor:	Ji Mi Hong, Wei-Na Lee
Rok vydání:	2018
Předmět:	Marketing 0508 media and communications Content analysis Computer science Gauge (instrument) 0502 economics and business 05 social sciences Congruence (manifolds) 050801 communication & media studies 050211 marketing Advertising Social psychology Image (mathematics)
Zdroj:	Journal of Current Issues & Research in Advertising. 40:105-122
ISSN:	2164-7313 1064-1734
Popis:	The goal of this research is to understand the regulatory-fit effects of fundraising messages and the moderating role of image congruence. In Study 1, a content analysis was carried out to gauge th...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::9fe88faba0a9a239c5817aea64373532 https://doi.org/10.1080/10641734.2018.1500322 Zobrazit plný text záznamu