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Chapter title |
Featuring a Benefactor or a Victim? How Charity Appeals with Different Protagonist Focus Affect Donation Behavior: An Abstract
|
---|---|
Chapter number | 40 |
Book title |
Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs
|
DOI | 10.1007/978-3-031-24687-6_40 |
Book ISBNs |
978-3-03-124686-9, 978-3-03-124687-6
|
Authors |
Yin, Bingqing (Miranda), Li, Jessica |