Achieving Marketing Objectives Through Social Sponsorships

Corporate Social Responsibility projects have gained importance lately. Corporate support of social issues has become one of marketing tools. But the important thing is that whether there is a high fit between company's image or not. Sponsorships may even be harmful if not considered thoroughly. High-fit sponsorships can increase brand equity, though low-fit sponsorships can cause negative reputation.

The fit between the sponsoring and firm's associations either support or damage firm's positioning. Also how messages are given to during the sponsoring process is vital.

The fit means that consumer's perception of sponsoring and the link between company's activities and sponsoring.Fit is considered high when the firm and a sponsored are perceived going together (i.e, mission, product,market,etc.)

Social sponsorship in terms of marketing activities is a favorable action that consumers will most probably like. Sponsoring and messages given should be clarifed. When all these thing are clarified, consumer will see less risk while choosing the brand and feel less need to gather information to make that choice.

A social sponsorship can enchance the firm's equity if it is not a poor choice. Low fit sponsorships decreases the clarity and firm's equity. On the other hand, a firm may gain positive attitude toward a low-fit sponsorship by some attractive elements.

Sponsorships may help to achieve marketing goals such as increasing sales, gaining publicity, etc but one should be aware of the fact the fit between sponsoring and the firm associations. A good outcome can be harmful.

Carolyn J. Simmons & Karen L. Becker-Olsen, Journal of Marketing Vol.70
(Oct.2006), 154-169
Sibel Hür
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