Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/18774
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dc.contributor.authorPappu, Ravi-
dc.date.accessioned2016-12-02T06:24:36Z-
dc.date.available2016-12-02T06:24:36Z-
dc.date.copyright2016-11-10-
dc.date.issued2016-11-10-
dc.identifier.urihttp://hdl.handle.net/11718/18774-
dc.descriptionThe R & P seminar held at Wing 11 Committee Room, IIM Ahmedabad on November 10, 2016 by Dr. Ravi Pappu, UQ Business School, Australia on "Achieving social objectives using sponsorship-endorser portfolios"en_US
dc.description.abstractIncreasingly, nonprofits are utilizing social partnerships, such as celebrity endorsements or commercial sponsorships, to realize their social objectives and donation goals. The impact of corporate sponsorship on consumer behavior and the consequences of celebrity endorsement on consumer perceptions continue to be heavily researched. Surprisingly little has been done to integrate these two topics for understanding of the synergies between corporate sponsorship and celebrity endorsement. We apply social identity theory in conjunction with source credibility theory to consider if identification with an entity (sponsor or celebrity) mediates the impact of perceived trustworthiness on the evaluations of social partnerships. The model was tested for two distinct product categories (blood donations and cancer prevention). Results of three experiments indicate support for the proposed modelen_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management, Ahmedabaden_US
dc.subjectSocial objectivesen_US
dc.subjectsponsorship-endorseren_US
dc.subjectEndorser portfolioen_US
dc.subjectsocial partnershipen_US
dc.subjectconsumer behavioren_US
dc.subjectcorporate sponsorshipen_US
dc.titleAchieving social objectives using sponsorship-endorser portfoliosen_US
dc.typeVideoen_US
Appears in Collections:R & P Seminar

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