Communicating the right emotion to generate help for connected versus unconnected others

Communication Research

Volumn 37, Issue 4, 2010, Pages 498-521

  Faseur, Tine ^a   Geuens, Maggie ^a  

^a UNIVERSITY COLLEGE GHENT   (Belgium)

Author keywords

Emotional advertising; Emotional dimensions; Good cause marketing

Indexed keywords

EID: 77955030967     PISSN: 00936502     EISSN: 15523810     Source Type: Journal    
DOI: 10.1177/0093650210368280     Document Type: Article

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