Csr

Csr

This study examines the effects of the corporate sponsorship that supports social
marketing programs as a part of corporate social responsibility (CSR) and the congruency
effect of sponsorship linkage that impacts consumers’ attitudes toward the sponsor and
purchase intentions. Through empirical research, this study found that congruent linkage
between sponsor and a sponsored marketing program, Public Service Advertisements
(PSA), is more persuasive than an incongruent linkage. Participants who watched a PSA
congruent with the sponsoring company favored the company more and had greater
purchase intention. In addition, this study investigated the moderating role of a sponsor’s
familiarity. Findings revealed that there was no significant difference in consumer
attitude between a familiar sponsor and an unfamiliar one. Participants showed favorable
attitudes toward both companies who are doing good things. However, an unfamiliar
company’s sponsorship does not affect consumers’ purchase intentions. This study fails to
support previous research that a favorable attitude would likely to result in increased
purchase intention. The implications for future research are discussed.
The primary goal of a company is profit. To make more profit, companies make
good products, invest money to retain competent employees, and develop new
technology. Such efforts have not only benefited businesses economically, but have also
contributed to the development of modern society. This social contribution concept of
passive social responsibility has governed the mind of business owners until recently.
With changes in economy, society, and environment, however, the definition of social
responsibility has changed. Social responsibility in modern society requires a company to
be a corporate citizen conforming to the needs of customers in addition to supplying good
products at a reasonable price and thus contributing to society (Lee, 2002). According to
Drucker (1984)...

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