... purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia. Practical implications This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b...

...Chi Pham; Felix Septianto Purpose This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Design/methodology/approach...