References

• 1957A Theory of Cognitive Dissonance24,224 cited
• 1997The Company and the Product: Corporate Associations and Consumer Product Responses4,189 cited
• 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts3,796 cited
• 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy1,892 cited
• 1981Designing Research for Application1,805 cited
• 2004When Good Brands Do Bad1,552 cited
• 2008Handbook of consumer psychology1,195 cited
• 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
• 2003When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism1,000 cited
• 2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive972 cited
• 2002Building Brand Equity through Corporate Societal Marketing944 cited
• 1983Gift Giving in Anthropological Perspective916 cited
• 2007Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing866 cited
• 2000Charitable programs and the retailer: do they mix?809 cited
• 2003Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?