appears on a screen in front of you. Not only is the entire organization encapsulated on a single screen, the reputation of … damages corporate reputation. The paper develops a framework based on statistical structural modeling of a convenience sample …

sponsorships are contingent on the brand’s pre-existing reputation. We argue that the congruence between the credibility and … non-corporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the … sponsor has a positive reputation. However, the converse effect occurs when brand reputation is low: when the sponsor has a …