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Leveraging sponsorship with corporate social responsibility

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  • Uhrich, Sebastian
  • Koenigstorfer, Joerg
  • Groeppel-Klein, Andrea

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 only occur for brands with a moderately low congruity to the sponsored event (but not for brands with a moderately high congruity to the sponsored event). Two experiments measuring (Study 1) and manipulating (Study 2) sponsor–event congruity confirm the proposed mediation mechanism for brands with a moderately low sponsor–event congruity. CSR-linked sponsorship (vs. sponsorship without CSR linkage) does not influence attitudes towards brands with a moderately high congruity to the sponsored event. The study develops theoretical and practical implications for sponsorship and CSR strategies.

Suggested Citation

  • Uhrich, Sebastian & Koenigstorfer, Joerg & Groeppel-Klein, Andrea, 2014. "Leveraging sponsorship with corporate social responsibility," Journal of Business Research, Elsevier, vol. 67(9), pages 2023-2029.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:9:p:2023-2029
    DOI: 10.1016/j.jbusres.2013.10.008
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    References listed on IDEAS

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    Cited by:

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    2. Solntsev, Ilya (Солнцев, Илья) & Osokin, Nikita (Осокин, Никита), 2016. "Football sponsorship. Fair value estimation of sponsorship contracts in football [Спонсорство В Футболе. Оценка Справедливой Стоимости Спонсорских Соглашений]," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 3, pages 69-81, June.
    3. Habitzreuter, Anna Mei & Koenigstorfer, Joerg, 2021. "The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit," Journal of Business Research, Elsevier, vol. 124(C), pages 720-730.
    4. Selin Türkel & Ebru Uzunoğlu & Melike Demirbağ Kaplan & Beril Akıncı Vural, 2016. "A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(4), pages 228-242, July.
    5. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    6. Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    7. Coleman Joshua T. & Peasley Michael C., 2015. "Demonstrating a lack of brand/cause effects on point of sale donations," Management & Marketing, Sciendo, vol. 10(3), pages 226-243, October.
    8. Inoue, Yuhei & Funk, Daniel C. & McDonald, Heath, 2017. "Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment," Journal of Business Research, Elsevier, vol. 75(C), pages 46-56.

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