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Chapter title |
Do Sad-Looking Endorsers Indeed Work Better in Charity Advertising? The Relevance of Consumers’ Brand Awareness and Empathy: An Abstract
|
---|---|
Chapter number | 70 |
Book title |
Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs
|
DOI | 10.1007/978-3-031-24687-6_70 |
Book ISBNs |
978-3-03-124686-9, 978-3-03-124687-6
|
Authors |
Hofmann, Verena, Stokburger-Sauer, Nicola E. |