Prior research has suggested and found evidence for an event’s image being transferred to a brand because of sponsorship activity. This study builds on prior work by examining how the image transfer process is impacted by spectators’ level of identification and the degree to which...

The influence of a firm’s cause-related marketing efforts on sales representative attitudes and behavioral performance is investigated. Results from a field study indicate that the influence of a representative’s construed customer attitude toward the cause campaign on selling behavioral...