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Special Session: Super Sonic Logos: The Power of Audio Branding: An Abstract Read chapter Read first chapter

2022 | OriginalPaper | Chapter

How to Choose the Fitting Partner in Sustainability Sponsorship? A Decision Model Integrating Multiple Fit Dimensions

Authors : Guido Grunwald, Jürgen Schwill, Anne-Marie Sassenberg

Published in: Celebrating the Past and Future of Marketing and Discovery with Social Impact

Publisher: Springer International Publishing

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Abstract

Numerous studies and practical examples point to the high relevance of sustainability as a communication message in sponsoring. The core of such a sustainability sponsorship concept is the involvement of sustainable partners to promote common but also individualized goals. For example, a company can improve its image through social or eco-sponsoring, while at the same time providing publicity to its sponsoring activities. In this article a model for the selection of suitable sponsoring partners is developed taking into account multiple fit dimensions. For each fit dimension specific questions are formulated in order to obtain information about the degree of fit. The model can be used to select suitable sponsoring partners and also to derive communication strategies and measures to position sponsoring partners sustainably.

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Metadata
Title
How to Choose the Fitting Partner in Sustainability Sponsorship? A Decision Model Integrating Multiple Fit Dimensions
Authors
Guido Grunwald
Jürgen Schwill
Anne-Marie Sassenberg
Copyright Year
2022
Book
Celebrating the Past and Future of Marketing and Discovery with Social Impact

Print ISBN: 978-3-030-95345-4

Electronic ISBN: 978-3-030-95346-1

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-95346-1_157