Publication
Title
Een bekende smoel voor het goede doel : de effectiviteit van bekende Vlamingen in non-profit campagnes
Author
Abstract
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
Language
Dutch
Source (journal)
Tijdschrift voor communicatiewetenschap. - Houten
Publication
Houten : 2011
ISSN
1384-6930
Volume/pages
39:2(2011), p. 4-20
ISI
000292014100002
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 07.07.2011
Last edited 20.09.2017
To cite this reference