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Sponsorship and CSR: is there a link? A conceptual framework

Sponsorship and CSR: is there a link? A conceptual framework A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. This paper builds on both these theoretical fields to develop a conceptual framework linking the effectiveness of sports sponsorship with the sponsors' CSR commitment to both employees and consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Sponsorship and CSR: is there a link? A conceptual framework

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References (124)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-12-04-2011-B003
Publisher site
See Article on Publisher Site

Abstract

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. This paper builds on both these theoretical fields to develop a conceptual framework linking the effectiveness of sports sponsorship with the sponsors' CSR commitment to both employees and consumers.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jul 1, 2011

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