Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/81477
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Type: | Journal article |
Title: | Determinants of community-based sponsorship impact on self-congruity |
Author: | Quester, P. Plewa, C. Palmer, K. Mazodier, M. |
Citation: | Psychology and Marketing, 2013; 30(11):996-1007 |
Publisher: | John Wiley & Sons Inc |
Issue Date: | 2013 |
ISSN: | 0742-6046 1520-6793 |
Statement of Responsibility: | Pascale Quester, Carolin Plewa, and Karen Palmer, Marc Mazodier |
Abstract: | <jats:title>ABSTRACT</jats:title><jats:p>Sponsors increasingly shift from large professional to community‐based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community‐based sponsorship may improve CSR image and, in turn, self‐congruity, a key determinant of consumer behavior. Study 1 investigates perceived sponsor–club fit, confirming attitude and corporate positioning similarity as relevant predictors. Importantly, CSR image similarity does not impact fit, suggesting sponsorship opportunities for organizations independent of their initial CSR image. Study 2 shows perceived sponsor CSR image to mediate the relationship between the perceptions of a community‐based property's CSR image and consumers' self‐congruity with the sponsor. While perceived sponsor–club fit and sponsorship awareness moderate the relationship between property and sponsor CSR image, attitudes toward CSR moderate the association between sponsor CSR and self‐congruity. The paper concludes with implications and future research directions.</jats:p> |
Rights: | © 2013 Wiley Periodicals, Inc. |
DOI: | 10.1002/mar.20662 |
Grant ID: | http://purl.org/au-research/grants/arc/LP0991848 |
Published version: | http://onlinelibrary.wiley.com/doi/10.1002/mar.20662/pdf |
Appears in Collections: | Aurora harvest 4 Business School publications |
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hdl_81477.pdf | Accepted version | 259.47 kB | Adobe PDF | View/Open |
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