Charity advertising: A literature review and research agenda

Author:

Wymer Walter1ORCID,Gross Hellen2ORCID

Affiliation:

1. Dhillon School of Business University of Lethbridge Lethbridge Alberta Canada

2. Department of Social Work and Health Coburg University of Applied Sciences and Arts Coburg Germany

Publisher

Wiley

Subject

Marketing,Strategy and Management,Economics and Econometrics

Reference114 articles.

1. The Influence of Image Valence on the Attention Paid to Charity Advertising

2. Auxtova K. &Munzel A. (2014).Can shocking advertising improve charity engagement?: A cross‐cultural study on controversial charity advertisements. 30e Congrès International AFM (Association Française du Marketing). Association Française du Marketing.

3. Examining the Effects of Photographic Attributes on Sympathy, Emotions, and Donation Behavior

4. Influences of Identified Victim Images on Processing Fluency

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