Study Finds that Corporate Sponsorships Negatively Impact Nonprofit Brands

When we think of the intersection of corporate philanthropy and brand, we typically think about the positive benefit companies receive through their commitments to community development or enrichment projects. However, a recent study conducted by researchers from Kings College and Vlerick Business School suggests that corporate branding of social initiatives might also have an unintended, negative impact on the nonprofit recipients themselves. (Nonprofit Quarterly)

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About Marnie Grona

Marnie Grona is a marketing communications professional based in Toronto who works for Imagine Canada as Director, Marketing and Communications. She has a Masters Certificate in Marketing Communications Leadership through the Executive Education Centre of the Schulich School of Business and studied marketing and advertising at the University of Winnipeg. She also has a background in arts marketing and management where she served at the Winnipeg Symphony Orchestra, Winnipeg Fringe Theatre Festival and the Royal Manitoba Theatre Centre.

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