Sabrina Helm is currently associate professor of retailing at the Norton School for Retailing and Consumer Sciences and holds a courtesy appointment at the Eller School of Management, both at the University of Arizona. In her research, Dr. Helm is particularly interested in consumer behavior, consumer social responsibility, “green” marketing strategies, word-of-mouth, and reputation management. Her articles have been published in the European Journal of Marketing, Industrial Marketing Management, and Journal of Relationship Marketing, among others. She is on the editorial board of Corporate Communications: An International Journal. She received her PhD in business administration from the University of Duesseldorf, Germany. She also holds a post-doctoral degree granted by the University of Duesseldorf. Prior to joining the University of Arizona, she was full professor of marketing at Witten/Herdecke University, Germany’s premier private university.