This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent with a sporting event leads to a stronger conditioning...

Notes that changes in the charity environment mean that fundraisers need to increase income from donations. Argues that to move forward donor behavior research needs to look not only at “why” people make donations but also at the process of “how” donations are made. Proposes that...

Purpose With the increasing use of crowdfunding platforms in raising funds, it has become an important and oft-researched topic to analyze the critical factors associated with successful or failed crowdfunding. However, as a major subject of crowdfunding, medical crowdfunding has received much...