Experiments on the effectiveness of marketing communications tactics to support ‘unappealing’ animals
This study was designed for investigating how effective different marketing communications tactics are at influencing donations to animal conservation campaigns featuring ‘unappealing’ (non-flagship) species. Experiments were executed to evaluate the effectiveness of celebrity endorsements, anthropo...
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| Main Authors: | , , |
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| Format: | Default Conference proceeding |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/38065 |
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