The stories told by charitable organizations are typically designed to take the consumer through different emotional stages. This research probes the view that following exposure to the inciting incident or problem statement in the appeal for a particular charity, the consumer feels negative...

Personal nostalgia provides an emotionally engaging means for bonding a donor to a nonprofit organization. Yet, little is known about the relationship between personal nostalgia and charitable giving; this research seeks to fill this gap. A review of the extant literature is integrated with the...

Why do people feel emotional attachment to events occurring before they were born? This paper examines ad-evoked vicarious nostalgia‐induced longing for a time period that an individual did not live through. Vicarious nostalgia impacts brand heritage and leads to stronger brand attachment....

Purpose: There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with...

Purpose: This paper aims to analyze the present status of customer support services (CSS) and advocate the re-positioning of support services from an administrative cost center to a strategic profit center. Authors demonstrate how customer support or after sales services can be a source of...