The value of nonprofit sponsorship and corporate giving

Brent Percival
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Brent Percival: Auburn University, USA

Journal of Brand Strategy, 2014, vol. 3, issue 2, 135-138

Abstract: The purpose of this paper is to highlight how corporate charitable giving, in the way of sponsorship, can be an advantageous form of promotions and brand enhancement. By highlighting both good and bad examples, this paper aims to establish the hallmarks of effective nonprofit sponsorship. A majority of charitable giving has taken place at a local level, wherein brand associations are deemed most genuine. Larger and riskier partnerships between the business and charitable sectors are taking place that are changing how brands are viewed at a national level. Decision makers in public relations, human resources and marketing are increasingly making a conscious decision to show corporate social responsibility the attention it deserves and, as in all forms of promotions, invest wisely.

Keywords: CSR; nonprofit sponsorship; charitable giving; promotions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:2:p:135-138

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