广告重点对捐赠意向的影响

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2024-04-15 DOI:10.1080/13527266.2024.2335571

Li-Keng Cheng

引用次数: 0

摘要

本研究探讨了捐赠广告中不同类型的关注点是否会影响潜在捐赠者的心理意象流畅度和捐赠意向。研究采用了构象水平理论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.