What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event
- Authors
- Sung, Minjung; Lee, Woo-Young
- Issue Date
- Feb-2016
- Publisher
- EMERALD GROUP PUBLISHING LTD
- Keywords
- Breast cancer; Sponsorship; Purchase intention; Corporate social responsibility (CSR); Corporate image; Sport event
- Citation
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, v.17, no.1, pp 56 - 77
- Pages
- 22
- Journal Title
- INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP
- Volume
- 17
- Number
- 1
- Start Page
- 56
- End Page
- 77
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/8710
- DOI
- 10.1108/IJSMS-02-2016-004
- ISSN
- 1464-6668
2515-7841
- Abstract
- Purpose - The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI). Design/methodology/approach - The conceptual model developed in this research consolidates various constructs related to sponsors and events into a single comprehensive framework, thus offering an integrated view of the factors that determine consumers' perceptions of a sponsorship and their attitudes toward a sponsor. Data were collected from participants in the Pink Ribbon Love Marathons (PRLM) held in Seoul, South Korea. A total of 650 female subjects (mean age = 41.2, SD = 12.5) participated in this investigation. Findings - The findings indicate that CI plays a significant role as a partial mediator within a reciprocal relationship between participants' event perception and patronage intention. Sponsoring a well-targeted event might have a positive impact on CI and PI. Originality/value - What makes this study unique is the application of previous research examining cause-related sport sponsorship from a sport participant's perspective. From a practical standpoint, the findings of this study reveal the importance of corporate communication in CSR.
- Files in This Item
-
- Appears in
Collections - College of Business & Economics > Department of Advertising and Public Relations > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.