With an on-site study at a sponsored event, we construct and test competing models to examine
the relationship among event attendees, sponsorship, community involvement, and the …

Using data collected from 427 US Gulf Coast residents who were impacted by Hurricane
Katrina, a structural model based on life event theory is proposed and empirically tested. …

Despite its often controversial and philosophically divisive nature, preferential treatment of
customers holds the potential to contribute to important relational outcomes valued by firms. In …

Despite the emergence of corporate social responsibility, the impact of CSR efforts on
customer relationships remains decidedly unclear. Moreover, previous studies have examined …

Purpose – The purpose of this paper is to examine the fairness of loyalty programs to consumers
regarding two emerging criticisms of loyalty programs: discriminating value proposition …

A Relationship Drivers Model is developed to capture key motivations as to why customers
engage in marketing relationships. The framework of the model contends that firms should …

This study fills extant gaps in the marketing literature by further probing the multi-faceted impact
of a company’s corporate social responsibility (CSR) practices on customer relationships…

Purpose – The purpose of this article is to explore linkages between committed customers
and their willingness to serve as advocates and investigate the moderating influence of B2B …

The authors apply consumer theories of cognition to event marketing specifically in relation
to corporate sponsorships. Upon conducting field surveys with attendees (n=1636) at an …

Purpose – This study seeks to examine how event‐induced outcomes impact consumption
attitudes and buying behavior by surveying victims at distinct intervals following Hurricane …