Communication strategies for enhancing perceived fit in the CSR sponsorship context
Yong Seok Sohn
Kyung Hee University
Jin K. Han
Singapore Management University and Kyung Hee University
Sung-Hack Lee
Kyung Hee University
Introduction
Engaging in corporate social responsibility (CSR) is becoming an increasingly common business practice globally and across industries. In particular, a popular form of CSR initiative has been corporate philanthropy,1where a company supports a social cause or non-profit organisation through sponsorships – typically in the form of profit and/or resource donations (Varandarajan & Menon 1988; Chang & Lee 2011). Through such philanthropic initiatives, organisations can positively...