Achieving Marketing Objectives Through Social Sponsorships  

Oleh:

Simmons, Carolyn J. ; Becker-Olsen, Karen L.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 4 (Okt. 2006), page 154-169.
Topik: MARKETING; marketing; social sponsorships

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The corporate social responsibility literature has focused on creating broad associations, such as simply being socially responsible and on the simple transfer of positive affect from sponsored causes to sponsoring firms. Both views fail to recognize the power of social initiatives as a means for differentiating among socially responsible firms and in particular for reinforcing the brand's positioning. The authors adopt a more traditional branding perspective and show that the fit between a firm's specific associations and a sponsored cause can reinfore or blur the firm's positioning, influence liking for the sponsorship, and bolster of undermine the firm's equity. They also show that communications decisions can mitigate the negative effects of low fit. Finally they show that sponsorship effects can persit for as long as a year despite day to day exposure to other brand communications.

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