Article2009

Expressing Identity and Shaping Image: The Relationship between Corporate Mission and Corporate Sponsorship

Stephanie Y. Cunningham · T. Bettina Cornwell · Leonard V. Coote

100 citations0/0 files storedJournal of Sport Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation Organizational Strategy and Culture

Abstract

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 100 citations exist upstream.

References

1977Institutionalized Organizations: Formal Structure as Myth and Ceremony 1986Research in Organizational Behavior.1988CORPORATE SOCIAL RESPONSIBILITY AND FIRM FINANCIAL PERFORMANCE.1991KEEPING AN EYE ON THE MIRROR: IMAGE AND IDENTITY IN ORGANIZATIONAL ADAPTATION.2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 2003Handbook of self and identity 1998Managing Corporate Image and Corporate Reputation 2002The Dynamics of Organizational Identity

Cited by

2010Understanding Professional Athletes’ Use of Twitter: A Content Analysis of Athlete Tweets 2013New Challenges in Sponsorship Evaluation Actors, New Media, and the Context of Praxis 2016The Link Between Social Movements and Corporate Social Initiatives: Toward a Multi-level Theory 2017Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making 2011Sponsorship‐linked marketing: a set of research propositions

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.