{"title":"Effect of advertisement focus on donation intention","authors":"Li-Keng Cheng","doi":"10.1080/13527266.2024.2335571","DOIUrl":null,"url":null,"abstract":"This study examined whether different types of focus in donation advertisements affected potential donors’ mental imagery fluency and donation intention. Construal level theory was employed in the ...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"57 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13527266.2024.2335571","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
This study examined whether different types of focus in donation advertisements affected potential donors’ mental imagery fluency and donation intention. Construal level theory was employed in the ...
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.
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