The study aims to (a) provide empirical support for the direct influence that brand personality will have on consumer's brand involvement and (b) delineate the role of each brand personality dimension. Based on a sample of 303 consumers and using sport brands as the product category under...

Creativity constitutes a significant element in advertising because it is related to competitive advantage, to advertising effectiveness and to the development of strong brands. Social advertising is a special case of advertising conveying social messages sent by non profit organizations. The...

Corporate social responsibility (CSR) is one of the significant concepts in the corporate marketing literature and refers to a firm's engagement in activities that promote a social agenda beyond law requirements. The present study aims to investigate the role of corporate brand love on perceived...