Work

Responsible sponsorship as an element of building positive relationship with the environment

Year: 2016

Type: article

Abstract: In the era of increasing competitiveness, the thing that distinguishes manufactures from each other is the mean in which they communicate with customers. By observing the change-based dynamics of consumer trends, it can be noted that companies regarding in their marketing campaigns initiatives of social or ecological nature, gather greater recognition. More and more, common form used for achieving competitive advantage and building positive relationships with customers is to implement socially responsible sponsorship. This paper brings closer to the essence of responsible sponsorship and demonstrates examples of responsible marketing initiatives; furthermore, it is indicated that by applying such type of practices, it is possible to achieve tangible economic and social benefits.

Source: Marketing i Zarządzanie

DOI: 10.18276/miz.2016.46-03

Author: Marta Grabowska

Institution: Częstochowa University of Technology

Language: English

Topic: Corporate Social Responsibility and Sustainability

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: diamond

OpenAlex ID: W2615710923