Journal article
Famous Flemings' Effectiveness in Non-Profit Campaigns
Tijdschrift voor communicatiewetenschap, Vol.39(2), p4
01 Jan 2011
Abstract
HILDE VAN DEN BULCK, KOEN PANIS, ANNE HARDY & PETER VAN AELST Famous Flemings' Effectiveness in Non-Profit Campaigns. This article studies the effectiveness of Flemish celebrities as endorsers in non-profit campaigns. Six existing Flemish campaigns were selected and tested on the public in three regards: the recognition of the campaign, the ability to name the organisation behind it and the intention to support the organisation. Recognising specific differences between the campaigns, results show that celebrity endorsed campaigns seem to reach a wider, younger target audience, while non-celebrity based campaigns target a rather 'classic' donor audience.
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Details
- Title
- Famous Flemings' Effectiveness in Non-Profit Campaigns
- Creators
- Hilde Van den Bulck - University of AntwerpKoen Panis - University of AntwerpAnne Hardy - University of AntwerpPeter Van Aelst - University of Antwerp
- Publication Details
- Tijdschrift voor communicatiewetenschap, Vol.39(2), p4
- Publisher
- Amsterdam Univ Press
- Number of pages
- 18
- Resource Type
- Journal article
- Language
- Dutch
- Academic Unit
- Communication
- Identifiers
- 991021865923304721
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