Sponsorship Case Study

1040 Words3 Pages

i. Overview
Sponsorship is the financial or goods and services support of an activity to reach business objective. Based on the article we learned the correlation between the sponsorship and corporate social responsibility. Which is they have direct relationship between each other. Since sponsorship is an important public relation tool. By donating and sponsoring charity event the company can help to build feelings of goodwill and loyalty towards their business. Charity event will involve community engagement which will comprise exchange of funds or skills to grow local community society. Thus, in return it will enrich your business reputation.
Moreover, corporate social responsibility (CSR) of a company is greatly influences by the sponsorship …show more content…

By Plewa, C., Carrillat, F. A., Mazodier, M., & Quester, P. G. (2016) from the European Journal of Marketing. Based on the article the authors conducted a research to study whether CSR activities can benefits firms. Researchers have recognized that CSR initiatives are not created the same hype for corporate and non-corporate source effects (Skard and Thorbjornsen, 2014). It is depend on the type of sponsorship applied. Hence, to overcome the issues current researcher introduces sport sponsorship to the flow of enquiries, by searching to decide its contribution to the firm’s image as a socially responsible …show more content…

Firstly community engagement and secondly community proximity. The finding conclude community engagement and its community proximity are agree to promote the idea of sponsors. Second, noble attributions are expected to mediate the effect of community engagement on the CSR image. Furthermore, the finding said the impact of community engagement on the CSR image depends on the community proximity.
Community engagement is the process of working together with community groups to address issues that affect the welfare of particular groups. Since community engagement is hot topic in sport sponsorship with the concept of giving back to the society. The company and an organization involving in sporting has come up with multiple community engagement program to prove that their company is serious to build a good rapport between the company and

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