Nonprofit organizations (NPOs) have attracted significant levels of support from corporate
sponsors over the past decade. Despite this significant and continuing interest, very little is …

We examined the benefits to a corporate sponsor of two types of philanthropic activities—
cause promotions and advocacy advertising. Results from 4 laboratory studies indicate that …

Corporate social responsibility (CSR) initiatives, while not necessarily intended to constitute
an endorsement of the brand by the participating nonprofit organization, may nonetheless …

Both theory and recent research evidence suggest that a corporation's socially responsible
behavior can positively affect consumers' attitudes toward the corporation. The effect occurs …

Corporations sponsoring causes may hope to create the appearance of" good citizenship."
Using attribution theory, the authors develop and test a cognitive explanation of sponsorship …

The sponsorship of social messages is becoming increasingly popular among corporations.
Despite the growing involvement of corporations in the marketing of causes, little research …

The authors apply consumer theories of cognition to event marketing specifically in relation
to corporate sponsorships. Upon conducting field surveys with attendees (n= 1636) at an …

The purposes of the present study were to identify key attributes of sponsors that positively
influence consumers' attitude formation and to examine the moderator role of sport event …

This research examines a novel process by which soliciting consumer input can affect
subsequent purchase and engagement, namely, by changing consumers' subjective …

The sponsorship literature has only briefly examined the combined effects of leveraging
activities with sponsorship. Although consumers' responses to sports sponsorship are …