Linking sponsorship and cause related marketing

Polonsky, Michael Jay; Speed, Richard

doi:10.1108/eum0000000006484

Cited by 176 publications

(127 citation statements)

References 51 publications

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“…The literature summarized in the exhibits also support Polonsky and Speed's (2001) contention that there has been no boundary spanning research comparing sports sponsoring and cultural sponsoring/cause-related-marketing. Only Quester and Thompson (2001) examined high-level sponsorship effects using more than one real sponsorship (three art festival events), while all other multi-sponsorship research used fictional sponsors representing sports OR cultural/cause-related-marketing contexts, but not both.…”

Section: Previous Researchmentioning

confidence: 63%

“…Although sponsorship and cause-related-marketing managers frequently have high-level goals for their programs that can include favorable image transfer, attitude enhancement, higher sales, and improved brand equity (Cornwell et al, 2001a;Gwinner & Eaton, 1999;Miyazaki and Morgan, 2001;Polonsky and Speed, 2001), recent surveys of major sponsors have found that large portions spend little or nothing on the measurement of effects and/or use measures that are inappropriate to their communication goals (Thjømøe et al, 2002;Crompton, 2004). …”

Section: Previous Researchmentioning

confidence: 99%

“…Cause-related-marketing literature is included in the review because it shares many similarities with sponsorships, particularly in terms of hoped for high-level effects, and it is frequently the model for cultural sponsorships that are increasingly of interest to sponsorship managers (Polonsky and Speed, 2001;Rifon et al, 2004;Simmons and BeckerOlsen, 2006). A comparison between the exhibits indicates that empirical research in both the sports and cultural/cause-related-marketing areas have frequently used or tested similar predictor and outcome constructs.…”

Section: Previous Researchmentioning

confidence: 99%

See 2 more Smart Citations

Does sponsorship work in the same way in different sponsorship contexts?

Olson

2010

European Journal of Marketing

150

143

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Research Paper PurposeThe development of a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts. Design/Methodology/ApproachThe sponsorship model is tested using survey data from target market representative samples in two professional sports contexts and two cultural contexts. FindingsThe model works almost equally well in both contexts. Furthermore, a more parsimonious mediated effects model provides virtually the same results as the full model. Improving attitude towards the sponsorship and object equity are found to be the most important factors for improving sponsor equity. The model also confirms earlier research on the importance of sponsor sincerity and sponsor-object fit in determining sponsorship effects. Research LimitationThe explained variance of the sincerity and object equity constructs was not as high as for other constructs in the model. Practical ImplicationsSponsorship managers should pre-test potential objects and sponsorship communications to make sure that constructs in the model such as fit, sincerity, sponsorship attitudes, and object equity are maximized to provide optimal sponsor equity. ValueThe model combines constructs from various literatures into a comprehensive model of highlevel sponsorship effects. Furthermore, while most previous sponsorship research have used convenience samples and/or fictional and/or single sponsorship contexts, the comprehensive model tested here is shown to have high external validity by its consistently good performance in predicting sponsorship effects using four real sponsorships and representative samples.

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Section: Previous Researchmentioning

confidence: 63%

Section: Previous Researchmentioning

confidence: 99%

Section: Previous Researchmentioning

confidence: 99%

See 1 more Smart Citation

Does sponsorship work in the same way in different sponsorship contexts?

Olson

2010

European Journal of Marketing

150

143

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“…If the goals and strategies of the corporate brand are at odds with those of the social brand's existing co-branded partners then the relationship may be untenable. Further, instead of adding to their reputation for CSR, organizations may find themselves the target of activist groups or consumers angry at what they may perceive to be a cynical marketing tactic (Frankental 2001;Polonsky and Speed 2001).…”

Section: Brand-web Analysismentioning

confidence: 99%

Corporate Brands and Social Brands: Co-Branding GM-Free and UK Supermarkets

Leitch

Davenport

2007

International Studies of Management & Organization

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In this paper we introduce the concept of "social brands" and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products and services. However, from a discourse perspective, issues may also be understood to function as what we term "social brands" that may be incorporated in a co-branding strategy. We deploy Leitch and Richardson's (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social brands. We draw on the case of co-branding between UK supermarket brands and the GM-free social brand to investigate this relationship in practice. Corporate Brands and Social BrandsCo-Branding GM-Free and UK Supermarkets. Biographical detailsShirley Leitch is Pro Vice-Chancellor and Professor of Corporate Communication at the University of Waikato, Private Bag 3105, Hamilton, New Zealand (tel.: +64 7 838 4494, fax: +64 7 838 4300, e-mail: sleitch@waikato.ac.nz). Sally Davenport is Associate Professor in the Management School at Victoria University, PO Box 600, Wellington, New Zealand (tel.: +64 4 463 5144, e-mail: sally.davenport@vuw.ac.nz).2 Abstract: In this article we introduce the concept of "social brands" and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products and services. However, from a discourse perspective, issues may also be understood to function as what we term "social brands" that may be incorporated in a co-branding strategy. We deploy Leitch and Richardson's (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social brands. We draw on the case of co-branding between UK supermarket brands and the GM-free social brand to investigate this relationship in practice.3

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“…(Polonsky & Speed, 2001) The action through which a company, a nonprofit organization, or a similar entity markets an image, a product, a service, or a message for mutual benefit. (Marconi, 2002) A general alliance between businesses and non-profit causes that provide resources and funding to address social issues and business marketing objectives.…”

Section: (Pringle and Thompson 2001)mentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988. Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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Linking sponsorship and cause related marketing

Cited by 176 publications

References 51 publications

Does sponsorship work in the same way in different sponsorship contexts?

Does sponsorship work in the same way in different sponsorship contexts?

Corporate Brands and Social Brands: Co-Branding GM-Free and UK Supermarkets

A Journey of Cause Related Marketing from 1988 to 2016

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