A growing body of research has demonstrated that behaving prosocially creates a “helper’s high” (Luks, 1988) and increases subjective well-being (Anik et al., 2009; Lyubomirsky et al., 2004;
There is a puzzling phenomenon in charitable giving that people give a lot of money to seemingly low-priority causes (e.g., sports fundraisers) while other highly pressing causes remain severely
In recent years, the Internet has allowed individuals across the globe to contribute to and even actively participate in ventures influencing pressing social issues. The growing prevalence of online
We investigate a situation when a brands’ image suffers from negative emotional associations, such as for the Škoda car brand in the UK, which presumably was associated with embarrassment
New brands often partner with established brands to leverage existing associations. Conventional wisdom holds that such partnerships disproportionately benefit the less-known (Aaker and Keller 1990;
