Corporations are becoming active in promoting social causes (Szykman, Bloom, and Blazing 2004) and with good reason. Such alliances, called social sponsorships (Madill and O'Reilly 2010), can lead to higher sponsor recall, favorable consumer attitudes, reinforce sponsor brand positioning and enhance equity for the sponsors (Cornwell et al. 2006; Cornwell, Weeks, and Roy 2005; Simmons and Becker-Olsen 2006). Many corporations engage in social sponsorships with the objective of gaining goodwill and positive associations.
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