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Linking sponsorship and cause related marketing: Complementarities and conflicts

Michael Jay Polonsky (School of Management, University of Newcastle, Newcastle, Australia)
Richard Speed (Melbourne Business School, University of Melbourne, Carlton, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 2001



Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM‐leveraging of sponsorship.



Polonsky, M.J. and Speed, R. (2001), "Linking sponsorship and cause related marketing: Complementarities and conflicts", European Journal of Marketing, Vol. 35 No. 11/12, pp. 1361-1389.




Copyright © 2001, MCB UP Limited

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