TY - JOUR T1 - Communicating Corporate Responsibility To Fit Consumer Perceptions JF - Journal of Advertising Research JO - J Advert Res SP - 410 LP - 421 DO - 10.2501/JAR-2017-049 VL - 57 IS - 4 AU - Angeline Close Scheinbaum AU - Russell Lacey AU - Ming-Ching Liang Y1 - 2017/12/01 UR - http://www.journalofadvertisingresearch.com/content/57/4/410.abstract N2 - 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. ER -