AUTHOR=Durgha Devi L. , Arumugam Thangaraja 

TITLE=When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing

JOURNAL=Frontiers in Communication

VOLUME=9

YEAR=2024

URL=https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2024.1495247

DOI=10.3389/fcomm.2024.1495247

ISSN=2297-900X