Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations
基于平衡理论和归因理论，研究企业赞助慈善活动如何影响消费者感知的企业社区关系，发现赞助显著提升社区关系，但负面归因路径不显著，正面归因起中介作用。
Abstract Abstract On the basis of balance theory, corporate sponsorship of a well-liked charitable event is hypothesized to result in significant enhancement of consumer-perceived corporate community relations. However, on the basis of attribution theory, it is proposed that subjects would employ negative attributions (i.e., corporate self-interest) to explain the sponsorship. Furthermore, it is hypothesized that a structural equation model of charitable event sponsorship will show a significant negative path leading from the negative attributions construct to the outcome construct. As predicted, event sponsorship resulted in a significant enhancement of corporate community relations. However, the hypothesized path was not significant. The effects of sponsorship linkage on the outcome variable were largely mediated through the positive attributions construct.