Despite considerable interest in the long-term effects of sponsorship, few studies examine the ongoing effects when sponsorships have expired. This article fills this research gap by developing and
Abstract: Extant research finds that firms can buffer the effects of sentimental stock price corrections when bubbles burst by increasing their customer satisfaction. Research also shows that
Taking the Schwartz’s theory of human values as a conceptual framework, this paper investigates the impact of values on consumer attitudes towards cause-related marketing (CRM). The study is based
This research conceptualizes three dimensions of consumer’s perceived green value and investigates its direct relationship with purchase intentions. The research also investigates the mediating
Green marketing is largely concerned with resources conservation and the development of environmentally friendly strategies (Oyewole 2001). Past research has examined the attitudes and behaviours
