RT Journal Article
SR Electronic
T1 Communicating Corporate Responsibility To Fit Consumer Perceptions
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 410
OP 421
DO 10.2501/JAR-2017-049
VO 57
IS 4
A1 Angeline Close Scheinbaum
A1 Russell Lacey
A1 Ming-Ching Liang
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/4/410.abstract
AB Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR. Particularly important is the intersection between event sponsorship and CSR—namely, the event as a marketing-communication venue to convey CSR. This article presents a theoretically driven framework showing how attendees' perceptions of an event as socially responsible and their perceptions of sponsor sincerity affect both the event and the sponsor.