Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve CSR image and, in turn, self-congruity, a key determinant of consumer behavior.
QUESTER, P.G., PLEWA, C., PALMER, K. et MARC MAZODIER, M.M. (2013). Determinants of the Community-based Sponsorship Impact on Self-Congruity. Psychology and Marketing, 30(11), pp. 996-1007.