DUAL NATURE OF CAUSE- BRAND FIT: INFLUENCE ON CORPORATE SOCIAL RESPONSIBILITY PERCEPTION

CSR needs to be evaluated to exclude ego. Does sponsorship of rugby, opera or golf say the right thing about your brand if you are in financial services or insurance? How do you connect with the communities that matter to your brand? Emerald | European Journal of Marketing | DUAL NATURE OF CAUSE- BRAND FIT: INFLUENCE ON CORPORATE SOCIAL RESPONSIBILITY PERCEPTION