Research into consumer responses to corporate social responsibility (CSR) initiatives has expanded in the past four decades, yet the evidence thus far provided does not paint a cohesive picture. Results suggest both positive and negative consumer reactions to CSR, and unless such mixed findings...

Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable sponsors to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve...