Purpose – The purpose of this paper is to develop a new classification of helping behavior using the recipient’s solicitation and the helper’s proactiveness. Additionally, the authors explore helping motives for each of the forms of helping behavior that the authors identify....

Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken...