The image management function of sponsorship: a general theoretical framework

Kihan Kim, Patricia A. Stout and Yunjae Cheong

A general framework to understand how sponsorship affects the image of the sponsor has been developed from the information-processing perspective.

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...

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