Why Nonprofits Are Easier to Endorse on Social Media: The...

Journal of Interactive Marketing 2016 / 02 Vol. 33

Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism

Bernritter, Stefan F., Verlegh, Peeter W.J., Smit, Edith G.
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Volume:
33
Language:
english
Journal:
Journal of Interactive Marketing
DOI:
10.1016/j.intmar.2015.10.002
Date:
February, 2016
File:
PDF, 579 KB
english, 2016
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