TY  - JOUR
AU  - García De Madariaga Miranda, Jesús
AU  - Simón Sandoval, Pamela
AU  - Moya Burgos, Ingrit Viviana
PY  - 2023
DO  - 10.1007/s12208-023-00380-8
UR  - https://hdl.handle.net/20.500.14352/103673
T2  - International Review on Public and Nonprofit Marketing
AB  - Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must find ways to capture consumers’ attention. The objective of this study is to...
LA  - eng
PB  - Springer
KW  - Advertising
KW  - Non-proft organizations
KW  - Brand familiarity
KW  - Donor behaviour
KW  - Neuromarketing
KW  - Eye-tracking
TI  - How brand familiarity influences advertising effectiveness of non-profit organizations
TY  - journal article
ER  -