Alignment, Fit and Similarities Matter in Corporate-charity Sponsorships

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.

“There is a public discussion,” said study co-author T. Bettina Cornwell, the University of Oregon’s Edwin E. & June Woldt Cone Professor of Marketing in the Lundquist College of Business.…