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Linking sponsorship and cause related marketing: Complementarities and conflicts

Article Information:

Title:

Linking sponsorship and cause related marketing: Complementarities and conflicts

Author(s):

Michael Jay Polonsky, Richard Speed

Journal:

European Journal of Marketing

Year:

2001

Volume:

35

Issue:

11/12

Page:

1361 - 1389


ISSN:

0309-0566


DOI:

10.1108/EUM0000000006484

Publisher:

MCB UP Ltd

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Abstract:

Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM-leveraging of sponsorship.

Keywords:

Cause marketing, Communications, Leverage, Sponsorship


Article Type:

Literature review


Article URL:

http://www.emeraldinsight.com/10.1108/EUM0000000006484

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