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Sponsorship and CSR: is there a link? A conceptual framework

Carolin Plewa (Senior Lecturer in Marketing, University of Adelaide Business School, 10 Pulteney Street, Adelaide SA 5005, Australia)
Pascale G Quester (Inaugural Professor of Marketing, University of Adelaide Business School, Australia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2011

1808

Abstract

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. This paper builds on both these theoretical fields to develop a conceptual framework linking the effectiveness of sports sponsorship with the sponsors' CSR commitment to both employees and consumers.

Keywords

Citation

Plewa, C. and Quester, P.G. (2011), "Sponsorship and CSR: is there a link? A conceptual framework", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 4, pp. 22-38. https://doi.org/10.1108/IJSMS-12-04-2011-B003

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited

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