ABSTRACT
Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR. Particularly important is the intersection between event sponsorship and CSR—namely, the event as a marketing-communication venue to convey CSR. This article presents a theoretically driven framework showing how attendees' perceptions of an event as socially responsible and their perceptions of sponsor sincerity affect both the event and the sponsor.
- Received (in revised form) December 2, 2016.
- Accepted January 23, 2017.
- Copyright© 2017 ARF. All rights reserved.
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Vol 57 Issue 4
