CSR and Mega-Events: Sponsorship Compatibility and Alignment

Morgan, A; Frawley, SM; Schulenkorf, N

CSR and Mega-Events: Sponsorship Compatibility and Alignment

Morgan, A Frawley, SM

Schulenkorf, N

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Publication Type:: Conference Proceeding
Citation:: 2015
Issue Date:: 2015

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Field	Value	Language
dc.contributor.author	Morgan, A	en_US
dc.contributor.author	Frawley, SM https://orcid.org/0000-0002-7552-3856	en_US
dc.contributor.author	Schulenkorf, N	en_US
dc.date	2015-06-02	en_US
dc.date.issued	2015	en_US
dc.identifier.citation	2015	en_US
dc.identifier.uri	http://hdl.handle.net/10453/120286
dc.description.abstract	Organizations seek unique and innovative platforms in which to communicate their brand messages to the public and other stakeholders. Event sponsorship presents an attractive and popular medium for these communications. Effective sponsorship campaigns can build brand identities and provide differentiation in the competitive market. Building a meaningful identity and instilling symbolic value into brands, is now a key priority for organizations in both the private and public sectors (Alcañiz, Cáceres, & Pérez, 2010). Corporate social responsibility (CSR) is high on the corporate agenda for these exact reasons. CSR is used to position organizations as socially responsible and for them to develop a brand identity that aligns to social and ethical values. There is now significant discourse on the brand building potential of both sponsorship and CSR activity. CSR activities have been found to increase consumer loyalty (Du, Bhattacharya & Sen, 2007), brand credibility (BeckerOlsen, Cudmore & Hill, 2006) and product purchase intentions (Gupta & Pirsch, 2006). In the context of sport management, most CSR research has focused on similar areas, that is, the consumer response (e.g. Walker & Kent, 2009).	en_US
dc.relation.ispartof	North American Society for Sport Management Conference	en_US
dc.title	CSR and Mega-Events: Sponsorship Compatibility and Alignment	en_US
dc.type	Conference Proceeding
utslib.location	USA	en_US
utslib.location.activity	Ottawa	en_US
utslib.for	1506 Tourism	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2015-06-06	en_US
pubs.place-of-publication	USA	en_US
pubs.start-date	2015-06-02	en_US

Abstract:

Organizations seek unique and innovative platforms in which to communicate their brand messages to the public and other stakeholders. Event sponsorship presents an attractive and popular medium for these communications. Effective sponsorship campaigns can build brand identities and provide differentiation in the competitive market. Building a meaningful identity and instilling symbolic value into brands, is now a key priority for organizations in both the private and public sectors (Alcañiz, Cáceres, & Pérez, 2010). Corporate social responsibility (CSR) is high on the corporate agenda for these exact reasons. CSR is used to position organizations as socially responsible and for them to develop a brand identity that aligns to social and ethical values. There is now significant discourse on the brand building potential of both sponsorship and CSR activity. CSR activities have been found to increase consumer loyalty (Du, Bhattacharya & Sen, 2007), brand credibility (BeckerOlsen, Cudmore & Hill, 2006) and product purchase intentions (Gupta & Pirsch, 2006). In the context of sport management, most CSR research has focused on similar areas, that is, the consumer response (e.g. Walker & Kent, 2009).

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http://hdl.handle.net/10453/120286