Alignment, Fit and Similarities Matter in Corporate-charity Sponsorships

by Gary Kopycinski on March 11, 2014

Gary Kopycinski Author

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EUGENE, Ore.–(ENEWSPF)–March 11, 2014 — Ever scratch your head over a pairing of a corporate sponsorship with a charity? Newly published research suggests that the brands of both can be damaged when perceived fit and similarities between sponsor and charity don’t align well.