Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities
Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities
Yoseph Mamo(Louisiana State University, Baton Rouge, LA, USA); Jeffrey D. James(Sport Management, College of Education, Florida State University, Tallahassee, FL, USA); Damon P. S. Andrew(College of Human Sciences and Education, Louisiana State University, Baton Rouge, LA, USA)
7권 1호, 135~157쪽
초록
The popularity of sports provides sponsors with a unique oppor- tunity to reach large numbers of customers. The aim of this study was to examine and understand consumers’ perception about the sponsors’ sport-related CSR activities, and the potential impact of such perceptions on sponsor image, attitude toward the sponsor, and attitude toward a sport property. As such, two studies were conducted to examine the proposed hypothesis. A quasi-experi- mental pre-test, post-test design with an experimental and con- trol group was employed. Study 1 employed a cross-sectional quantitative survey design conducted in a classroom setting in the U.S. Study 2 was conducted in a longitudinal research design by replicating Study 1 with participants recruited from 12 coun- tries. These studies provide evidence that the type of information regarding an organization’s sport-related CSR activities and spon- sorship activity influenced participants’ perception of sponsor image and attitude toward the sponsor.
Abstract
The popularity of sports provides sponsors with a unique oppor- tunity to reach large numbers of customers. The aim of this study was to examine and understand consumers’ perception about the sponsors’ sport-related CSR activities, and the potential impact of such perceptions on sponsor image, attitude toward the sponsor, and attitude toward a sport property. As such, two studies were conducted to examine the proposed hypothesis. A quasi-experi- mental pre-test, post-test design with an experimental and con- trol group was employed. Study 1 employed a cross-sectional quantitative survey design conducted in a classroom setting in the U.S. Study 2 was conducted in a longitudinal research design by replicating Study 1 with participants recruited from 12 coun- tries. These studies provide evidence that the type of information regarding an organization’s sport-related CSR activities and spon- sorship activity influenced participants’ perception of sponsor image and attitude toward the sponsor.
- 발행기관:
- 글로벌지식마케팅경영학회
- 분류:
- 스포츠경영학