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Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources

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  • Flöter, Thomas
  • Benkenstein, Martin
  • Uhrich, Sebastian

Abstract

As the demonstration of corporate goodwill through mega event sponsorship becomes increasingly challenging, sponsors often link their sponsorship to corporate social responsibility (CSR) activities. However, finding adequate ways to communicate CSR-linked sponsorship is challenging. This research examines the relative effectiveness of three message sources from which CSR-linked sponsorship information can be communicated to consumers: the sponsor, the sponsored property, and the news media. Drawing on the Persuasion Knowledge Model, this study proposes differences between these message sources regarding their level of persuasion knowledge activation, which affects consumers’ CSR perceptions of and attitude toward the sponsoring brand. The results of an experimental study show that CSR-linked sponsorship information from both the sponsor and the sponsored property result in higher persuasion knowledge activation than when this information comes from the news media. The results also reveal that the two serial mediators, persuasion knowledge activation and CSR perception, transfer these effects of message source to consumers’ attitudes toward the sponsor.

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  • Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    • Handle: RePEc:eee:spomar:v:19:y:2016:i:2:p:146-156
    DOI: 10.1016/j.smr.2015.05.005
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    2. Kinga Ráthonyi-Ódor & Éva Bácsné Bába & Anetta Müller & Zoltán Bács & Gergely Ráthonyi, 2020. "How Successful Are the Teams of the European Football Elite off the Field?—CSR Activities of the Premier League and the Primera División," IJERPH, MDPI, vol. 17(20), pages 1-31, October.
    3. Kang, Taeahn & Matsuoka, Hirotaka, 2023. "The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship," Journal of Business Research, Elsevier, vol. 156(C).
    4. Habitzreuter, Anna Mei & Koenigstorfer, Joerg, 2021. "The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit," Journal of Business Research, Elsevier, vol. 124(C), pages 720-730.
    5. Ráthonyi-Ódor, Kinga & Bába, Éva Bácsné & Ráthonyi, Gergely, 2019. "Responsible Behavior And Environmental Protection – In Case Of Football Clubs," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 13(1-2), June.
    6. Park, Sangchul & Ahn, Sungsook & Kim, Sanghoon, 2024. "Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Nicoleta-Elena Cristea & Antonio-Alexandru Popescu-Cristea, 2024. "Romanian Nuclear Energy and Hydropower - A CSR Perspective," Oblik i finansi, Institute of Accounting and Finance, issue 2, pages 164-172, June.

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