Exploring the Communication and Spillover Effects of the Advertising Endorser and Appeal of Nonprofit Organizations
This study provided an integrated model for an advanced understanding of an audience’s elaboration routes, communication effects, and the reciprocal spillover effects between NPO and endorsers using rational and emotional advertising appeals for smoking cessation with a celebrity endorser. Questionn...
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| Hlavní autor: | |
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| Médium: | Artigo |
| Jazyk: | Inglês |
| Vydáno: |
SAGE Publishing
2024-01-01
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| Edice: | SAGE Open |
| On-line přístup: | https://doi.org/10.1177/21582440231220761 |
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