Sponsors increasingly engage in corporate social responsibility (CSR) activities surrounding sponsored events (e.g., the soccer World Cup and Olympic Games). This study examines how linking CSR to sponsorship affects consumer attitudes towards sponsoring brands. Schema theory suggests that...

Technological innovations are often designed to help consumers save time. However, some consumers refuse to use innovations and downgrade their usability with increasing usage time. The purpose of this research is to find out how consumers’ personality in younger (vs. older) men (vs. women)...