{"title":"高校吉祥物作为沟通工具对大学生关系的影响——基于捐赠意向、大学推荐意向和校友活动的实证研究","authors":"Yushu Sun, Hyung-Ju Lee, Miejeong Han","doi":"10.16914/ar.2022.135.262","DOIUrl":null,"url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"97 1","pages":""},"PeriodicalIF":2.1000,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Effects of College Mascot as a Communication Tool on University-Students Relationships : An Empirical Study on Intentions of Donation, University Recommendation, and Alumni Activity\",\"authors\":\"Yushu Sun, Hyung-Ju Lee, Miejeong Han\",\"doi\":\"10.16914/ar.2022.135.262\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\",\"PeriodicalId\":51400,\"journal\":{\"name\":\"Journal of Advertising Research\",\"volume\":\"97 1\",\"pages\":\"\"},\"PeriodicalIF\":2.1000,\"publicationDate\":\"2022-12-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising Research\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.16914/ar.2022.135.262\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.16914/ar.2022.135.262","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
Effects of College Mascot as a Communication Tool on University-Students Relationships : An Empirical Study on Intentions of Donation, University Recommendation, and Alumni Activity
期刊介绍：
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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