How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions

Grunwald, Guido and Schwill, Jurgen and Sassenberg, Anne-Marie ORCID: https://orcid.org/0000-0003-3404-3570 (2022) How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions. In: 2021 AMS Virtual Annual Conference and World Marketing Congress, 1 July - 10 July 2021, Virtual conference.


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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 27 Jul 2022 23:15
Last Modified: 28 Sep 2022 03:30
Uncontrolled Keywords: sustainability sponsorship, sponsoring, sustainability marketing, fit construct, fit measurement, decision model
Fields of Research (2008): 05 Environmental Sciences > 0599 Other Environmental Sciences > 059999 Environmental Sciences not elsewhere classified
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150303 Corporate Governance and Stakeholder Engagement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350717 Stakeholder engagement
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350701 Corporate governance
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350702 Corporate social responsibility
Socio-Economic Objectives (2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910499 Management and Productivity not elsewhere classified
B Economic Development > 89 Information and Communication Services > 8998 Environmentally Sustainable Information and Communication Services > 899899 Environmentally Sustainable Information and Communication Services not elsewhere classified
Identification Number or DOI: https://doi.org/10.1007/978-3-030-95346-1_157
URI: http://eprints.usq.edu.au/id/eprint/43476

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