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Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities
In times of crises and subsiding government support, choosing the most effective advertising message appeal in motivating donation behavior is fundamental to charity success. This study investigates the relative effectiveness of popular culture celebrities (PCC) and religious celebrities (RC) as two...
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Springer Berlin Heidelberg
2022
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9385419/ http://dx.doi.org/10.1007/s12208-022-00344-4 |