Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations

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The matching effect of brand and sporting event personality: sponsorship implications. (2009, background): “Dean (2002) suggested that consumers’ different prior attitudes toward the sponsoring brand influence the degree of attitude changes.”
How can corporate social responsibility activities create value for stakeholders? A systematic review (2011, unknown): “Charity event (Philanthropy) Dean (2002)”
The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “, 2001; Dean, 2002; Gwinner, 1997), boosting sales (Dean, 2002; Gwinner & Swanson, 2003), and targeting consumers through their lifestyles and interests (Bennett & Lachowetz, 2004; Crimmins & Horn, 1996; Roy & Cornwell, 2004; Schrieber, 1994).”
Does sponsorship work in the same way in different sponsorship contexts (2010, background): “…and Rifon et al., 2004 and Scepticism by Alexandris et al., 2007) has generally been found to have a positive relationship with high-level sponsorship effects (Alexandris et al., 2007; D’Astous and Bitz, 1995; Dean, 2002; Rifon et al., 2004; Speed and Thompson, 2000; Stipp and Schiavone, 1996).”
The Role of Augmented Reality for Experience-Influenced Environments: The Case of Cultural Heritage Tourism in Korea (2018, background): “In other words, a person tends to change his or her attitude “in the direction of increased congruity within the subject’s cognitive schema” (Dean 2002, 79).”