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)...

We investigate if pluralistic consumption styles (like "frugality", or "indulgence in luxury") can be identified and are correlated with different terminal values and if values and consumption styles prove to be stable or can be changed by drastic events. The results of two polls (before and...

Die Europa-Universität Viadrina versteht sich als Brückenuniversität zwischen Polen und Deutschland; seit ihrer Gründung studieren dort polnische und deutsche Studierende gemeinsam. Wie gehen die Studierenden miteinander um, und welche Bedeutung hat die kulturelle Offenheit für die...