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Journal articles (2013), Psychology and Marketing, 30 (11), pp. 996-1007

Determinants of the Community-based Sponsorship Impact on Self-Congruity

QUESTER Pascale G. , PLEWA Carolin, PALMER Karen, MARC MAZODIER Marc MAZODIER

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. Link to the article

QUESTER, P.G., PLEWA, C., PALMER, K. and MARC MAZODIER, M.M. (2013). Determinants of the Community-based Sponsorship Impact on Self-Congruity. Psychology and Marketing, 30(11), pp. 996-1007.