PT  - JOURNAL ARTICLE
AU  - Scheinbaum, Angeline Close
AU  - Lacey, Russell
AU  - Liang, Ming-Ching
TI  - Communicating Corporate Responsibility To Fit Consumer Perceptions
AID  - 10.2501/JAR-2017-049
DP  - 2017 Dec 01
TA  - Journal of Advertising Research
PG  - 410--421
VI  - 57
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/57/4/410.short
4100  - http://www.journalofadvertisingresearch.com/content/57/4/410.full
SO  - J Advert Res2017 Dec 01; 57
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.