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) https://www.ams-web.org/event/2021AMSVirtualAC-WMC
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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