The image management function of sponsorship: a general theoretical framework
Kihan Kim
Seoul National University
Patricia A. Stout
University of Texas at Austin
Yunjae Cheong
Hankuk University of Foreign Studies
Sponsorship is understood as ‘an investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with that activity’ (Meenaghan 1991, p. 36). Originating from a true philanthropic activity, corporate sponsorship has evolved into an objective-driven marketing communications strategy of many firms (Cornwell 1995; Meenaghan 1998; Herrmann et al.2011). Of various objectives, both scholars and practitioners have recognised the importance...