The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

How do consumers represent their identities on online social media platforms? In this article,
we focus on consumers' use of brands on their Facebook pages as subtle cues to represent …

Can event marketing contribute to brand equity? A field study with consumers participating
in different types of events (trade shows, street events, pop-up shops and sponsored events) …

Recent literature suggests that consumers do not necessarily perceive luxury and corporate
social responsibility (CSR) as compatible, which might result in unfavorable consumer …

This paper presents an integrative review of the literature on cause-related marketing (CRM)
persuasion research (ie studies of how CRM influences evaluations of the partner brand) …

Given the marketplace prominence of sponsorship, celebrity endorsement, co-branding and
similar arrangements involving the pairing of brands in communications, valid methods to …

Despite the growing importance of brand experience and event marketing, research
addressing what constitutes brand experience in an event marketing context is scarce. The …

A crucial component of many marketing programs, sponsorship has not always received the
same research attention as other tactical marketing levers. Although research has been …

The present study aims to understand the impact of actual and ideal self-congruity with an
event on spectators' attitude and purchase intentions toward the sponsor brands. Further …

Purpose–This research examines how hedonic shop** experiences for online music
impact emotion regulation processes and how feelings regarding previous online music …