Purpose: This paper aims to explore the use of an appeal, belonging and commitment social marketing intervention to rescue a failing corporate “charity of the year” exercise that involved a mental disability charity. It describes the improvements experienced consequent to the introduction...

Purpose: The purpose of this paper is to investigate the effects of gamification on connections between consumers’ self-image congruence in relation to the purchasers of an environmentally friendly product electric vehicles (EVs) and their possession of a stereotype of EV owners as being...