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Communicating Corporate Responsibility To Fit Consumer Perceptions

How Sincerity Drives Event and Sponsor Outcomes

Angeline Close Scheinbaum, Russell Lacey, Ming-Ching Liang
DOI: 10.2501/JAR-2017-049 Published 1 December 2017
Angeline Close Scheinbaum
University of Texas at Austin,
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  • For correspondence: angeline@austin.utexas.edu
Russell Lacey
Xavier University, Cincinatti, OH,
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  • For correspondence: laceyr@xavier.edu
Ming-Ching Liang
Metropolitan State University, St. Paul, MN,
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  • For correspondence: ming-ching.liang@metrostate.edu
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ABSTRACT

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.

  • Received (in revised form) December 2, 2016.
  • Accepted January 23, 2017.
  • Copyright© 2017 ARF. All rights reserved.
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Vol 57 Issue 4

Journal of Advertising Research: 57 (4)
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Communicating Corporate Responsibility To Fit Consumer Perceptions
Angeline Close Scheinbaum, Russell Lacey, Ming-Ching Liang
Journal of Advertising Research Dec 2017, 57 (4) 410-421; DOI: 10.2501/JAR-2017-049

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Communicating Corporate Responsibility To Fit Consumer Perceptions
Angeline Close Scheinbaum, Russell Lacey, Ming-Ching Liang
Journal of Advertising Research Dec 2017, 57 (4) 410-421; DOI: 10.2501/JAR-2017-049
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  • Improving the Effectiveness and Credibility Of Corporate Social Responsibility Messaging
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