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Corporate Sponsorship Cynicism

COSCPerception that a company's charitable sponsorship is self-interested rather than altruistic
4 items 2002 α .89 Free Dean, D. H.

What it measures

Four items assess the extent to which a person believes that a company's sponsorship of a charity event is motivated by commercial self-interest rather than genuine altruism. Referred to as anti-altruism by Dean (2002).

Citation

Dean, D. H. (2002). Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77–87.

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