This study investigates the effects of influencer advertising attributes on consumer
responses via multiple motive inference processing. Influencer-product congruence and …

Brand endorsers can contribute to a brand's success or failure (in the case of endorser
transgressions). Recent advancements in technology have produced new, nonhuman …

Purpose The ever-growing popularity of social media platforms is evidence of consumers
engaging emotionally with these brands. Given the prominence of social media in society …

Purpose–This paper aims to examine how consumers' perceptions of innovativeness affect
an important brand performance metric: consumer brand loyalty. Specifically, the mediating …

Research question: While the literature on sponsorship of sport has gained interest among
scholars in diverse fields such as management, marketing, and psychology in recent years …

In recent times, ethical consumerism has motivated firms to behave ethically to garner
various benefits for their brands. More specifically, firms have become more conscious of …

Purpose Brand authenticity has emerged as a strategic imperative for many firms. The
purpose of this paper is to empirically examine the effect of consumer perceptions of brand …

Purpose Sponsorship has become an important marketing activity. However, research on
the topic treats the sponsorship context, characterized according to the type of sponsored …

Sponsorship is an established marketing communications platform that takes many forms. In
terms of objectives and measurement, sponsorship has functioned like advertising for …

Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships.
In the context of sports, the authors examine how sponsorship deal characteristics affect …