How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions
Paper
Grunwald, Guido, Schwill, Jurgen and Sassenberg, Anne-Marie. 2022. "How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions." Allen, Juliann, Jochims, Bruna and Wu, Shuang (ed.) 2021 AMS Virtual Annual Conference and World Marketing Congress. Virtual conference 01 - 04 Jun 2021 Cham, Switzerland. https://doi.org/10.1007/978-3-030-95346-1_157
| Paper/Presentation Title | How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions |
|---|---|
| Presentation Type | Paper |
| Authors | Grunwald, Guido (Author), Schwill, Jurgen (Author) and Sassenberg, Anne-Marie (Author) |
| Editors | Allen, Juliann, Jochims, Bruna and Wu, Shuang |
| Journal or Proceedings Title | Celebrating the Past and Future of Marketing and Discovery with Social Impact: 2021 AMS Virtual Annual Conference and World Marketing Congress |
| Number of Pages | 13 |
| Year | 2022 |
| Place of Publication | Cham, Switzerland |
| ISBN | 9783030953454 |
| 9783030953461 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/978-3-030-95346-1_157 |
| Web Address (URL) of Paper | https://link.springer.com/chapter/10.1007/978-3-030-95346-1_157 |
| Conference/Event | 2021 AMS Virtual Annual Conference and World Marketing Congress |
| Event Details | 2021 AMS Virtual Annual Conference and World Marketing Congress Parent Academy of Marketing Science Conference Delivery Online Event Date 01 to end of 04 Jun 2021 Event Location Virtual conference Event Web Address (URL) |
| Abstract | Numerous studies and practical examples point to the high relevance of sustainability as a communication message in sponsoring. The core of such a sustainability sponsorship concept is the involvement of sustainable partners to promote common but also individualized goals. For example, a company can improve its image through social or eco- sponsoring, while at the same time providing publicity to its sponsoring activities. In this article a model for the selection of suitable sponsoring partners is developed taking into account multiple fit dimensions. For each fit dimension specific questions are formulated in order to obtain information about the degree of fit. The model can be used to select suitable sponsoring partners and also to derive communication strategies and measures to position sponsoring partners sustainably. |
| Keywords | sustainability sponsorship, sponsoring, sustainability marketing, fit construct, fit measurement, decision model |
| ANZSRC Field of Research 2020 | 350717. Stakeholder engagement |
| 350701. Corporate governance | |
| 350702. Corporate social responsibility | |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Byline Affiliations | Osnabrück University of Applied Sciences, Germany |
| Technical University Brandenburg, Germany | |
| University of Southern Queensland | |
| Institution of Origin | University of Southern Queensland |
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