Communication strategies for enhancing perceived fit in the CSR sponsorship context

Engaging in corporate social responsibility (CSR) is becoming an increasingly common business practice globally and across industries.

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...

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