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Keywords: Donation goal
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 472–493.
Published: 29 January 2026
...Haijiao Shi; Yu Gu Purpose Enhancing the effectiveness of donation appeals is vital for charitable organizations. While previous research has explored various factors that influence the success of framing donation appeals, limited attention has been paid to how framing donation goals as goods...
Includes: Supplementary data
