This paper aims to conceptualise Integrated Corporate Communication (ICC) as a multidimensional concept and to develop and validate a scale for its measurement. Based on an extensive literature
With rising sponsorship expenditures every year, marketing practice has an essential need for information of sponsorship effectiveness. Traditional sponsorship is becoming increasingly threatened by
Despite considerable interest in the long-term effects of sponsorship, few studies examine the ongoing effects when sponsorships have expired. This article fills this research gap by developing and
Abstract: Extant research finds that firms can buffer the effects of sentimental stock price corrections when bubbles burst by increasing their customer satisfaction. Research also shows that
Taking the Schwartz’s theory of human values as a conceptual framework, this paper investigates the impact of values on consumer attitudes towards cause-related marketing (CRM). The study is based