Purpose: Sponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers' attitude towards the brand. This paper explains the mechanisms by which brand denigration occurs,...

Foreword and acknowledgment -- Humor, business, and society -- From society to business : humor's use and roles in activist movements -- From business to society : humor's use and roles in marketing, corporate communications, and public relations -- Society within business : humor's use and...