Csr Wins the Cup: How Social Activities Leverage Commercial Sponsorships

Sebastian Uhrich, University of Rostock, Germany
Joerg Koenigstorfer, Pennsylvania State University, USA
Andrea Groeppel-Klein, Saarland University, Germany
One field study and two laboratory experiments reveal that linking commercial sponsorship with sincere social engagement in communication messages leverages the success of the sponsorship. The studies identify attributions of altruistic sponsorship motives as a mediator and sponsor-event congruence and commitment to the social engagement as moderators of these effects.
[ to cite ]:
Sebastian Uhrich, Joerg Koenigstorfer, and Andrea Groeppel-Klein (2011) ,"Csr Wins the Cup: How Social Activities Leverage Commercial Sponsorships", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 528-530.