Corporate Sponsors Must Be Genuine

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Corporate Sponsors Must Be Genuine

机译：公司赞助商必须是真实的

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Ever scratch your head over a pairing of a corporate sponsorship with a charity? Research from the University of Oregon, Eugene, suggests that the brands of both can be damaged when perceived fit and similarities between sponsor and charity do not align well. 'There is a public discussion," says study coauthor T. Bettina Corn-well, professor of marketing. "People pick it out when there is a sponsor attempting to move information or influence goodwill or image, and you don't believe it. This study has a big message for both charities and companies."

机译：您是否曾经将公司赞助与慈善结合起来？俄勒冈大学尤金分校的一项研究表明，当双方认为品牌合适且赞助商与慈善机构之间的相似性不一致时，这两个品牌都会受到损害。研究合著者市场营销学教授T. Bettina Cornwell说：“有一个公开讨论。当有赞助商试图传递信息或影响商誉或形象时，人们会选择它，而你却不相信。这项研究对慈善机构和公司都有重要意义。”

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《USA today》 |2014年第2827期|10-10|共1页
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Corporate Sponsors Must Be Genuine

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