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’ intent

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