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...

Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork...

Many studies have identified measures that are able to enhance partners’ trust in business-to-business relationships. However, it is not known which measures are more effective than others or under which conditions certain measures might be helpful or not. In the present study the effects of...

Many companies show an exogenously or endogenous growth due to mergers and acquisitions or due to increase in sales. Furthermore many companies expand their markets to other countries. Thus the question arises whether consumers interpret information about a company’s growth and increasing...

The network idea has been gaining growing attention in the last decades. We analyse the applicability of networks as a mechanism that protects suppliers from buyers’ opportunism. So-called information networks can function as a safeguard for dependent suppliers by reducing information...