Leveraging sponsorship with corporate social responsibility
Abstract
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 consumer CSR perception and brand credibility act as serial mediators. They transfer the positive effects of a CSR-linked sponsorship strategy. These effects...
Paper Details
Title
Leveraging sponsorship with corporate social responsibility
Published Date
Sep 1, 2014
Journal
Volume
67
Issue
9
Pages
2023 - 2029
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