Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources

• We demonstrate the relevance of message source type in CSR-linked sponsorship.
• The sponsored property as a sponsorship-specific message source is introduced.
• Different message sources vary in their degree of persuasion knowledge activation.
• Sponsor and sponsored property (vs. news media) have an indirect negative effect on brand attitude.
• Persuasion knowledge activation and CSR perception mediate the negative effect.

As the demonstration of corporate goodwill through mega event sponsorship becomes increasingly challenging, sponsors often link their sponsorship to corporate social responsibility (CSR) activities. However, finding adequate ways to communicate CSR-linked sponsorship is challenging. This research examines the relative effectiveness of three message sources from which CSR-linked sponsorship information can be communicated to consumers: the sponsor, the sponsored property, and the news media. Drawing on the Persuasion Knowledge Model, this study proposes differences between these message sources regarding their level of persuasion knowledge activation, which affects consumers’ CSR perceptions of and attitude toward the sponsoring brand. The results of an experimental study show that CSR-linked sponsorship information from both the sponsor and the sponsored property result in higher persuasion knowledge activation than when this information comes from the news media. The results also reveal that the two serial mediators, persuasion knowledge activation and CSR perception, transfer these effects of message source to consumers’ attitudes toward the sponsor.