Communication Strategies for Enhancing the Perceived Fit in the CSR Sponsorship Context

• Main Authors: Sohn, Yong Seok, HAN, Jin K., Lee, Sung-Hack
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Communication Strategies; Corporate Image; Corporate Social Responsibility; Sponsorship; Business and Corporate Communications
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3487; https://www.emeraldinsight.com/bibliographic_databases.htm?id=17029915
• Institution: Singapore Management University

Engaging in corporate social responsibility (CSR) is becoming an increasingly common business practice globally and across industries. By contributing to societal welfare, firms can also enhance their corporate image among its stakeholders – in particular, its customers. For CSR to generate goodwill...