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- Title
SPONSORSHIP OUTCOMES FOR CHARITY-LINKED EVENTS: PARTICIPANT SEGMENTS INTERACTION WITH SPONSOR ATTRIBUTES.
- Authors
PITTS, ROBERT E.; SMITH, WAYNE W.; WEISHEN WANG
- Abstract
The purpose of this study was to examine how participants perceived sponsorships of companies supporting charity-linked events. Using a charity run as a case study, participants were asked to rate five sponsors responses related to their fit, recall, and intention to purchase. Our results confirm the importance of corporate social responsibility (CSR) as positively associated with equity, as measured by intention to purchase from sponsors. We also find that the participants' initial attitudes and motives affect their intention to purchase from sponsors. In particular, participants who attended the event for the charity are more likely to purchase from the charity-linked event sponsors. These results indicate that sponsors of this charity-linked event in order to make the sponsorship effective should examine sponsorship opportunities against its strategy with an understanding of the event participants, the potential customers they need to engage, and the firm's responsibility as a citizen of the communities in which it operates.
- Subjects
CHARITIES; SOCIAL responsibility of business; ATTITUDE (Psychology)
- Publication
Event Management, 2020, Vol 24, Issue 6, p699
- ISSN
1525-9951
- Publication type
Article
- DOI
10.3727/152599519X15506259855986