Previous studies on corporate social responsibility (CSR) communication suggest that firms’ social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing...

Purpose – This paper aims to provide insight into the relationship between religiousness, trust in advertising and advertisement avoidance. Design/methodology/approach – A survey of 4,984 participants from the USA, the UK, Germany, Spain and France was conducted. Findings – This paper...

Purpose – This paper aims to investigate how marketing leakage to undesired audiences, a common phenomenon in today's globally connected world of consumers, impacts on the target audience, and how marketers can mitigate the negative effects of leaked marketing. Design/methodology/approach –...