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 TypePaper
AuthorsGrunwald, Guido (Author), Schwill, Jurgen (Author) and Sassenberg, Anne-Marie (Author)
EditorsAllen, Juliann, Jochims, Bruna and Wu, Shuang
Journal or Proceedings TitleCelebrating the Past and Future of Marketing and Discovery with Social Impact: 2021 AMS Virtual Annual Conference and World Marketing Congress
Number of Pages13
Year2022
Place of PublicationCham, Switzerland
ISBN9783030953454
9783030953461
Digital Object Identifier (DOI)https://doi.org/10.1007/978-3-030-95346-1_157
Web Address (URL) of Paperhttps://link.springer.com/chapter/10.1007/978-3-030-95346-1_157
Conference/Event2021 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.

Keywordssustainability sponsorship, sponsoring, sustainability marketing, fit construct, fit measurement, decision model
ANZSRC Field of Research 2020350717. Stakeholder engagement
350701. Corporate governance
350702. Corporate social responsibility
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Byline AffiliationsOsnabrück University of Applied Sciences, Germany
Technical University Brandenburg, Germany
University of Southern Queensland
Institution of OriginUniversity of Southern Queensland
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