Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Linking sponsorship and cause related marketing Complementarities and conflicts

Linking sponsorship and cause related marketing Complementarities and conflicts Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM-leveraging of sponsorship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Linking sponsorship and cause related marketing Complementarities and conflicts

Michael Jay Polonsky; Richard Speed
European Journal of Marketing , Volume 35 (11/12): 29 – Dec 1, 2001
Download PDF
25 pages

Loading next page...
 
/lp/emerald-publishing/linking-sponsorship-and-cause-related-marketing-complementarities-and-CW46qzQvz3
Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000006484
Publisher site
See Article on Publisher Site

Abstract

Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM-leveraging of sponsorship.

Journal

European Journal of Marketing – Emerald Publishing

Published: Dec 1, 2001

Keywords: Cause marketing; Leverage; Communications

References

  • Sport sponsorship as distinctive competence
    Amis, J.; Slack, T.; Berrett, T.
  • Profits for nonprofits: finding a corporate partner
    Andreasen, A.
  • Sports sponsorship, spectator recall and false consensus
    Bennett, R.
  • Champions of the cause
    Bird, J.
  • Cause marketing takes on a new look
    Bissell, J.
  • The benefits of corporate social marketing initiatives
    Bloom, P.N.; Hussein, P.Y.; Szykman, L.R.
  • The cause related marketing guidelines – towards excellence
    Business in the Community
  • Global corporate philanthropy and relationship marketing
    Collins, M.
  • Doing well by doing good
    Cone, C.L.
  • An international review of sponsorship research
    Cornwell, T.B.; Maignan, I.
  • Long‐term recall of sponsorship sources: an empirical investigation of stadium and sport café audiences
    Cornwell, T.B.; Maignan, I.; Irwin, R.
  • Sponsorship: from managerial ego trip to marketing success
    Crimmins, J.; Horn, M.
  • Consumer evaluations of sponsorship programmes
    D’Astous, A.; Bitz, P.
  • Cause related marketing makes new strides in the United Kingdom
    Direct Marketing
  • Zen and the art of cause‐related marketing
    Donlon, J.P.
  • Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships
    Duncan, T.; Moriarty, S.
  • Big name hunting
    Dwyer, C.
  • Agency‐and institutional‐theory explanations: the case of retail sales compensation
    Eisenhardt K.M.
  • Public event networks: an application of marketing theory to sporting events
    Erickson, G.S.; Kushner, R.J.
  • Image management in sport organisations: the creation of value
    Ferrand, A.; Pages, M.
  • Cause related marketing and corporate philanthropy in the privately held enterprise
    File, K.M.; Prince, R.A.
  • A communications framework to evaluate sales promotion strategies
    Gardener, E.; Trivedi, M.
  • Sponsorship an important component of the promotions mix
    Gardner, M.P; Schuman, P.
  • The impact of reference price effects on the profitability of price promotions
    Greenleaf, E.A.
  • Outlook 2000: sponsorships
    Heckman, J.
  • ‘Ring ring’: visual pun or passing off?
    Hoek, J.
  • Two sides of the coin, corporate giving is business
    Hoffman, A.
  • A factor analytic study of the sources of meaning in hedonic consumption
    Hopkinson, G.C.; Pujari, D.
  • Awareness of sponsorship and corporate image: an empirical investigation
    Javalgi, R.G.; Traylor, M.B.; Gross, A.C.; Lampman, E.
  • Building brands without mass media
    Joachimsthaler, E.; Aaker, D.A.
  • Relatedness, prominence, and constructive sponsor identification
    Johar, V.; Pham, M.T.
  • Cause‐related marketing: doing well while doing good
    Kelley, B.
  • Ethical aspects of sponsorship
    Klincewiz, K.
  • Editorial
    Lannon, J.
  • Marketing Models
    Lilien, G.L.; Kotler, P.; Moorthy, K.S.
  • An investigation of match‐up effects in sport sponsorship advertising: the implications of consumer advertising schemas
    McDaniel, S.
  • Reaping benefits
    McNeil, R.; Mirfin, V.
  • Even sponsorship: an exploratory study of small business objectives, practices and perceptions
    Mack, R.W.
  • Cause‐related marketing seen as cynical in wake of Diana tragedy
    Marketing Week
  • What is the sports product and who buys it? The marketing of professional sports leagues
    Mason, D.S.
  • Commercial sponsorship
    Meenaghan, T.
  • Current developments and future directions in sponsorship
    Meenaghan, T.
  • Ambush marketing: corporate strategy and consumer reaction
    Meenaghan, T.
  • The role of sponsorship in the marketing communication mix
    Meenaghan, T.
  • Play‐power‐sports meets marketing
    Meenaghan, T.; O’Sullivan, P.
  • Media effect in commercial sponsorship
    Meenaghan, T.; Shipley, D.
  • Enviropreneurial marketing strategy: the emergence of corporate environmentalism as marketing strategy
    Menon, A.; Menon, A.
  • Corporate philanthropy a strategic approach to the bottom‐line
    Mescon, T.S.; Tilson, D.J.
  • When the cause is just
    Meyer, H.
  • Assessing the economic worth of corporate event sponsorships: a stock market perspective
    Mishra, D.P.; Bobinski, G.S.; Bhabra, H.S.
  • Performance‐based philanthropy: how ‘giving smart’ can further corporate goals
    Mullen, J.
  • Brand recall and brand preference at sponsored golf and tennis tournaments
    Nicholls, J.A.F.; Roslow, S.; Dublish, S.
  • Sports event sponsorship for brand promotion
    Nicholls, J.A.F.; Roslow, S.; Laskey, H.A.
  • When does cause related marketing work best?
    Nonprofit World
  • Pro‐social consumer influence strategies: when and how do they work
    Osterhus, T.L
  • Ambush marketing: the ethical issues
    O’Sullivan, P.; Murphy, P.
  • Judging the efficiency of sponsorship
    Otker, T.; Hayes, P.
  • Enlightened self‐interest: selling business on the benefits of cause‐related marketing
    Ptacek, J.J.; Salazar, G.
  • Theoretical models of sales promotions: contributions, limitations, and a future research agenda
    Raju, J.S.
  • New era for cause link‐ups
    Richards, A.
  • Consumer perceptions of organisations that use cause related marketing
    Ross, J.K.; Patterson, L.T.; Struts, M.A.
  • Olympic sponsorship vs. ‘ambush’ marketing: who gets the gold
    Sandler, D.M; Shani, D.
  • Sponsorship and the olympic games: the consumer perspective
    Sandler, D.M.; Shani, D.
  • Changing institutional roles: the evolution of corporate philanthropy, 1833‐1955
    Sharfmann, M.
  • A moral basis for corporate philanthropy
    Shaw, B.; Post, F.R.
  • Consumer Behavior
    Sheth, J.N.; Mittal, B.; Newman, B.I.
  • Is Westpac jumping on the olympics bandwagon too early?
    Shoebridge, N.
  • The new corporate philanthropy
    Smith, C.
  • Cause marketing: a new direction in marketing of corporate responsibility
    Smith, S.M.; Alcorn, D.S.
  • Tobacco‐control legislation, public health and sport sponsorship
    Sparks, R.
  • Determinants of sports sponsorship response
    Speed, R.; Thompson, P.
  • Charity begins at the home page
    Spethmann, B.
  • Modeling the impact of olympic sponsorship on corporate image
    Stipp, H.; Schiavone, N.P.
  • Donation to charity as purchase incentives: how well they work may depend on what you are trying to sell
    Strahilevitz, M.; Myers, J.G.
  • Cause related marketing programs: implications based on a model of helping behaviour
    Suter, T.A.; Sen, A.; Rao, C.P.
  • Evaluating ROI of a sponsorship program
    Ukman, L.
  • Cause‐related marketing: a coalignment of marketing strategy and corporate philanthropy
    Varadarajan, P.R.; Menon, A.
  • Cause‐related marketing more accepted than ever
    Waugh, L.
  • A typology of consumer responses to cause‐related marketing: from skeptics to socially concerned
    Webb, D.J.; Mohr, L.A.
  • Cause for concern
    Wilkinson, A.
  • Does sport sponsorship have a direct effect on product sales?
    Wilson, G.A.