Determinants of Community-Based Sponsorship Impact on Self-Congruity

Quester, Pascale; Mazodier, Marc; Plewa, Carolin; Palmer, Karen

doi:10.2139/ssrn.2487741

Cited by 6 publications

(11 citation statements)

References 75 publications

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“…Yet, the sponsorship of sport has received little academic attention in the CSR domain (Peloza and Shang, 2011). While some initial research has suggested the ability of sport sponsorship to build sponsor CSR image (i.e., Quester et al, 2013), empirical investigations of whether sport sponsorship can facilitate the development of CSR image are lacking. As a result, no guidance exists regarding the type of sport property that is most conducive to a socially responsible image for the sponsor.…”

Section: Sport Sponsorship and Corporate Social Responsibilitymentioning

confidence: 99%

“…Indeed, sponsoring professional sport organizations is unlikely to lead to an improved CSR image for the sponsor, unless the sport organization develops its own image as a caring and engaged corporate citizen (Quester et al, 2013). However, the same added benefits are unlikely to arise for sponsors of grassroots properties.…”

Section: Corporate Social Responsibility Imagementioning

confidence: 99%

“…Much of the sponsorship literature dealing with CSR focuses on national entities (e.g., Lacey et al, 2010;Sheth and Babiak, 2010), understood in this paper as professional sport teams involved in a national league. Few authors have investigated grassroots properties (Quester et al, 2013), defined here as amateur teams playing in a local/regional league. Yet these properties have a unique position as they are by their very nature not only close to, but an integral facet of, their local community (Wicker et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Which sport sponsorships most impact sponsor CSR image?

Plewa¹,

Carrillat²,

Mazodier³

et al. 2016

EJM

Self Cite

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This research seeks to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sport property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach A between-subjects experimental design was employed, which simulated different sponsorship scenarios by varying community proximity (operationalized by property scope) and property engagement in community initiatives. Hypotheses were tested with a non-parametric bootstrapping-based procedure, using a panel sample of 400. Findings The results show that a sporting property's proactive community engagement is conducive to an enhanced CSR image for its sponsor, especially when the property operates on the national rather than grassroots level. Further analysis also demonstrates the critical contribution of altruistic motive attributions in the process. Originality/value This study advances knowledge on how organizations may build their CSR image while leveraging on the strong audience involvement and the mass appeal of sport sponsorship. It is the first to offer insights into the extent to which a sports property's proactive engagement in the community, rather than that of the sponsoring firm itself, enhances CSR image for the sponsor, particularly if the property's community proximity is low. Furthermore, our results provide an in-depth understanding of the mechanisms determining the benefits that sponsors can reap from a property's activities.

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Section: Sport Sponsorship and Corporate Social Responsibilitymentioning

confidence: 99%

Section: Corporate Social Responsibility Imagementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Which sport sponsorships most impact sponsor CSR image?

Plewa¹,

Carrillat²,

Mazodier³

et al. 2016

EJM

Self Cite

View full text Add to dashboard Cite

show abstract

“…That is, sponsorship is more of "an investment, in cash or in-kind, in an activity, in return for access to the exploitable commercial potential associated with that property" [27] (p. 36). Sponsorship typically involves the following three agents: a sponsor, property, and consumers [28]. The property receives a payment, and the sponsor obtains the right to associate with the property [29].…”

Section: Socially Responsible Corporate Activitiesmentioning

confidence: 99%

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

et al. 2016

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Abstract:The variety of socially responsible corporate activities employed in the agrifood industry has been broadening. An increasing number of agrifood companies have been employing strategic approaches to socially responsible activities, reinforced by Porter and Kramer's concept of creating shared value (CSV). This study compares the effects on corporate evaluations of two socially responsible corporate activities: philanthropic giving and CSV. Because prior studies concerning the effects of corporate prosocial behaviors on consumer responses have yielded mixed results, the present study examines the effects of a priori perceptions of companies by using corporate stereotypes as moderators. The results show that the type of socially responsible corporate activity (CSV vs. philanthropic giving) does not influence corporate evaluations. However, in cases of CSV (vs. philanthropic giving), consumers evaluate an unwarm but competent company more attractively and place higher value on an incompetent but warm company. This research is important not only for enriching existing literature, but also for providing guidelines to practitioners with respect to selecting appropriate corporate initiatives based on perceived consumer stereotypes.

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“…Brands affiliated with firms that actively engage in CSR activities are perceived as moral brands, and this perception contributes to a favorable evaluation of the brands (Choi & Winterich, 2013;Collins, Steg, & Koning, 2007;Maignan & Ferrell, 1999;Sen & Bhattacharya, 2001). Moral benefits may involve the company's contribution to the local community (e.g., Carroll, 1999;Kourovskaia & Meenaghan, 2013;Quester, Plewa, Palmer, & Mazodier, 2013), whether the company treats its employees fairly (e.g., Sen & Bhattacharya, 2001), whether the company is a good environmental steward (e.g., Drumwright, 1994;Menon & Menon, 1997;Mostafa, 2007;Pagiaslis & Krontalis, 2014), and whether it contributes to worthwhile charities and treats its customers with care (e.g., Smith & Cooper-Martin, 1997). Thus, consumers' moral evaluation of the company affiliated with a brand is likely to influence their postconsumption evaluations (e.g., Bhattacharya & Sen, 2003;Choi & Winterich 2013;Marin & Ruiz, 2006;Paul et al, 2009).…”

Section: Conceptual Developmentmentioning

confidence: 99%

Effect Symmetry of Benefit Criteria in Postpurchase Evaluations

Lee

Merunka

et al. 2015

Psychology and Marketing

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This research proposes a theoretical model of postpurchase evaluations that incorporates seven sets of benefits: functional, symbolic, economic, safety, hedonic, moral, and leisure benefits. These benefit criteria are well documented in the literature. The study reported here was designed to test the effect symmetry of these benefit criteria in postpurchase evaluations. Effect symmetry refers to whether increases in a benefit are likely to cause proportional increases in postpurchase evaluations. The study tested the hypothesis that "must-have" benefits (functional, economic, and safety benefits) are negatively asymmetric, whereas the "nice-to-have" benefits (symbolic, hedonic, moral, and leisure benefits) are positively symmetric. Five surveys were conducted in relation to five product categories in four countries (computers and automobiles in the United States, banks in France, housing in Korea, and leisure travel in Germany). Respondents completed 2386 questionnaires, of which 2291 were used in the statistical analysis. With respect to effect symmetry, the results indicate that the criterion of functional benefits is negatively asymmetric in predicting postpurchase evaluations, whereas symbolic and moral benefits are positively asymmetric. Hedonic and leisure benefits are symmetric. Managerial implications are discussed.

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Determinants of Community-Based Sponsorship Impact on Self-Congruity

Cited by 6 publications

References 75 publications

Which sport sponsorships most impact sponsor CSR image?

Which sport sponsorships most impact sponsor CSR image?

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

Effect Symmetry of Benefit Criteria in Postpurchase Evaluations

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