The presence of others often affects retail shopping behavior. Other customers tend to increase one's self-awareness and cause negative self-conscious emotions. This research's findings suggest fellow customers also mitigate focal customers' evaluative concerns. Deindividuation theory, which...

Das Erleben von Stadionatmosphäre als hedonischer Konsumgegenstand -- Entwicklung des Begriffs Stadionatmosphäre als verhaltenswissenschaftliches Konstrukt -- Entwicklung eines Messmodells für das Konstrukt Stadion-atmosphäre -- Empirische Prüfung des entwickelten Messmodells der...

Sponsors increasingly engage in corporate social responsibility (CSR) activities surrounding sponsored events (e.g., the soccer World Cup and Olympic Games). This study examines how linking CSR to sponsorship affects consumer attitudes towards sponsoring brands. Schema theory suggests that...