Purpose: The purpose of this paper was to examine the interplay between sports fanship and brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self-enhancement strategies: Basking in reflected glory (BIRGing) and cutting off reflected failure (CORFing)...

Purpose: Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing. Design/methodology/approach: A...

Purpose: The purpose of this paper is to examine crisis communication strategies used by four leading Chinese milk companies at various crisis stages to cope with the largest food safety crisis in China. Approaching the interplay between the situational crisis communication theory (Coombs,...