COMPASSION IN SOCIAL CAUSES: HOW BRAND COOLNESS AND SHOCK ADVERTISING ELICIT COMPASSION

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Beatriz Brito, Sandra Maria Correia Loureiro

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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

Brand coolnessShock advertisingCompassionCognitive Appraisal theorySocial marketing

저자

Beatriz Brito(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)
Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)

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