Articlegreen2001

Linking sponsorship and cause related marketing

232 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM‐leveraging of sponsorship.

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2013Research on Corporate Philanthropy: A Review and Assessment 2011Corporate social responsibility or cause‐related marketing? The role of cause specificity of CSR 2010Does sponsorship work in the same way in different sponsorship contexts?2001Can the Overcommercialization of Cause-Related Marketing Harm Society?2011Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

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