IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v26y2019i1d10.1057_s41262-018-0111-7.html
   My bibliography  Save this article

The communication of Corporate–NGO Partnerships: analysis of Sainsbury’s collaboration with Comic Relief

Author

Listed:
  • Lynn Rohwer

    (Leeds Beckett University)

  • Martina Topić

    (Leeds Beckett University)

Abstract

This study focuses on CSR communication using the example of Corporate–NGO partnership between British supermarket chain Sainsbury’s and Comic Relief. Questionnaires were distributed to 40 participants asking them about their consumer behaviour and opinion on partnerships. Using thematic analysis, two main themes have been identified in the data set: some consumers are sceptical towards cross-sector partnerships because they assume selfish reasons behind the collaboration and view them as corporate PR tool. On the other hand, the majority of consumers evaluate Corporate–NGO Partnerships as appropriate and a gain for society at large. The analysis showed that Sainsbury’s customers know about the partnership with Comic Relief while non-customers lack awareness and that the most successful means of communication of partnerships is the supermarket promotion.

Suggested Citation

  • Lynn Rohwer & Martina Topić, 2019. "The communication of Corporate–NGO Partnerships: analysis of Sainsbury’s collaboration with Comic Relief," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 35-48, January.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:1:d:10.1057_s41262-018-0111-7
    DOI: 10.1057/s41262-018-0111-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-018-0111-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-018-0111-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    2. Dima Jamali & Tamar Keshishian, 2009. "Uneasy Alliances: Lessons Learned from Partnerships Between Businesses and NGOs in the context of CSR," Journal of Business Ethics, Springer, vol. 84(2), pages 277-295, January.
    3. Rob Tulder & M. May Seitanidi & Andrew Crane & Stephen Brammer, 2016. "Enhancing the Impact of Cross-Sector Partnerships," Journal of Business Ethics, Springer, vol. 135(1), pages 1-17, April.
    4. Samii, Ramina & Van Wassenhove, Luk N. & Bhattacharya, Shantanu, 2002. "An Innovative Public-Private Partnership: New Approach to Development," World Development, Elsevier, vol. 30(6), pages 991-1008, June.
    5. Jem Bendell & Eva Collins & Juliet Roper, 2010. "Beyond partnerism: toward a more expansive research agenda on multi‐stakeholder collaboration for responsible business," Business Strategy and the Environment, Wiley Blackwell, vol. 19(6), pages 351-355, September.
    6. Arya, Bindu & Salk, Jane E., 2006. "Cross-Sector Alliance Learning and Effectiveness of Voluntary Codes of Corporate Social Responsibility," Business Ethics Quarterly, Cambridge University Press, vol. 16(2), pages 211-234, April.
    7. Tuškej, Urška & Golob, Urša & Podnar, Klement, 2013. "The role of consumer–brand identification in building brand relationships," Journal of Business Research, Elsevier, vol. 66(1), pages 53-59.
    8. Daniel Arenas & Josep Lozano & Laura Albareda, 2009. "The Role of NGOs in CSR: Mutual Perceptions Among Stakeholders," Journal of Business Ethics, Springer, vol. 88(1), pages 175-197, August.
    9. Josep M. Lozano & Laura Albareda & Tamyko Ysa & Heike Roscher & Manila Marcuccio, 2008. "Governments and Corporate Social Responsibility," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59751-8, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sylvaine Poret, 2014. "Corporate-NGO partnerships in CSR activities: why and how?," Working Papers 2014-04, Alimentation et Sciences Sociales.
    2. Sylvaine Poret, 2019. "Corporate–NGO Partnerships through Sustainability Labeling Schemes: Motives and Risks," Sustainability, MDPI, vol. 11(9), pages 1-19, May.
    3. Salla Laasonen & Martin Fougère & Arno Kourula, 2012. "Dominant Articulations in Academic Business and Society Discourse on NGO–Business Relations: A Critical Assessment," Journal of Business Ethics, Springer, vol. 109(4), pages 521-545, September.
    4. Dennis J. Aigner & Luli Pesqueira, 2020. "The Effects of Organizational Traits on NGO–Business Engagement in Mexico," Sustainability, MDPI, vol. 12(23), pages 1-21, December.
    5. Mihaela Păceşilă & Sofia Elena Colesca, 2020. "Insights on Social Responsibility of NGOS," Systemic Practice and Action Research, Springer, vol. 33(3), pages 311-339, June.
    6. Devenin, Verónica, 2021. "Collaborative community development in mining regions: The Calama Plus and Creo Antofagasta programs in Chile," Resources Policy, Elsevier, vol. 70(C).
    7. Rama Murthy, Sudhir & Roll, Kate & Colin-Jones, Alastair, 2021. "Ending business-non-profit partnerships: The spinout of social enterprises," Scandinavian Journal of Management, Elsevier, vol. 37(1).
    8. Pisani, Niccolò & Kourula, Arno & Kolk, Ans & Meijer, Renske, 2017. "How global is international CSR research? Insights and recommendations from a systematic review," Journal of World Business, Elsevier, vol. 52(5), pages 591-614.
    9. Lea Fobbe, 2020. "Analysing Organisational Collaboration Practices for Sustainability," Sustainability, MDPI, vol. 12(6), pages 1-21, March.
    10. Claudia Savarese & Benjamin Huybrechts & Marek Hudon, 2021. "The Influence of Interorganizational Collaboration on Logic Conciliation and Tensions Within Hybrid Organizations: Insights from Social Enterprise–Corporate Collaborations," Journal of Business Ethics, Springer, vol. 173(4), pages 709-721, November.
    11. Juelin Yin & Dima Jamali, 2021. "Collide or Collaborate: The Interplay of Competing Logics and Institutional Work in Cross-Sector Social Partnerships," Journal of Business Ethics, Springer, vol. 169(4), pages 673-694, April.
    12. Miguel Rivera-Santos & Carlos Rufín, 2010. "Odd Couples: Understanding the Governance of Firm–NGO Alliances," Journal of Business Ethics, Springer, vol. 94(1), pages 55-70, July.
    13. Ryan, Annmarie & O’Malley, Lisa, 2016. "The role of the boundary spanner in bringing about innovation in cross-sector partnerships," Scandinavian Journal of Management, Elsevier, vol. 32(1), pages 1-9.
    14. Bargstädt, Dorothee, 2017. "Freiwillige Selbstverpflichtung von Unternehmen in Antikorruptionsinitiativen: Der Einfluss des nationalen Kontextes auf internationales Engagement am Beispiel chinesischer und indischer Unternehmen," PIPE - Papers on International Political Economy 28/2017, Free University Berlin, Center for International Political Economy.
    15. Daniel Arenas & Pablo Sanchez & Matthew Murphy, 2013. "Different Paths to Collaboration Between Businesses and Civil Society and the Role of Third Parties," Journal of Business Ethics, Springer, vol. 115(4), pages 723-739, July.
    16. Enrico Fontana, 2018. "Corporate Social Responsibility as Stakeholder Engagement: Firm–NGO Collaboration in Sweden," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 327-338, July.
    17. Liu, Steven Y.H. & Napier, Elizabeth & Runfola, Andrea & Cavusgil, S. Tamer, 2020. "MNE-NGO partnerships for sustainability and social responsibility in the global fast-fashion industry: A loose-coupling perspective," International Business Review, Elsevier, vol. 29(5).
    18. Anna Remisova & Anna Lasakova, 2018. "On NGOs' Role in the Development of Business Ethics in Slovakia," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 4(4), pages 389-404, October.
    19. Uwafiokun Idemudia, 2017. "Environmental Business–NGO Partnerships in Nigeria: Issues and Prospects," Business Strategy and the Environment, Wiley Blackwell, vol. 26(2), pages 265-276, February.
    20. Claudia Savarese & Benjamin Huybrechts & Marek Hudon, 2020. "The Influence of Interorganizational Collaboration on Logic Conciliation and Tensions Within Hybrid Organizations: Insights from Social Enterprise–Corporate Collaborations," ULB Institutional Repository 2013/311573, ULB -- Universite Libre de Bruxelles.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:26:y:2019:i:1:d:10.1057_s41262-018-0111-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.