Communicating Corporate Responsibility to Fit Consumer Perceptions: How Sincerity Drives Event and Sponsor Outcomes

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

MANAGEMENT SLANT

  • Attribution theory helps explain parts of a framework for exploring the relationship between event social responsibility and sincerity.
  • Sponsor sincerity mediates the linkage between sponsor–event fit and sponsor patronage, but consumers’ perceptions of event social responsibility mediate the relationship between sponsor–event fit and consumers’ intentions to spread positive word of mouth about the event.
  • Attendees’ perception of clear event positioning strengthens the relationship between sponsor–event fit and event social responsibility.
  • Events that hold strong social responsibility associations play a pivotal role in generating greater enthusiasm for the event and its sponsors.

INTRODUCTION

This article explores the premise that...

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