This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement...

Although marketers have a strong interest in finding ways to engage with consumers through mobile phones, the everyday experiential, or affective consumption practices surrounding this technology have received limited attention in the literature. To address this limitation, we used appraisal...