Mark Jaewon Chang
Daniel P. Connaughton
Ilyoung Ju
Jihye Kim
and Joon-Ho Kang

The aim of this study was to examine the effect of self-continuity messages on fans’ pride and word-of-mouth recommendations (WOM), and whether messages regarding sport team performance and corporate social responsibility (CSR) can enhance the effect of self-continuity messages. The results indicated that self-continuity can enhance fans’ pride, and WOM accordingly, and messages evoking self-continuity and CSR could enhance fans’ pride and WOM. Additionally, the results also indicated that CSR messages can enhance the impact of self-continuity on fans’ pride when fans heard that their...Read more

Yong Jae Ko
Yong Chae Rhee
Yu Kyoum Kim
Taeho Kim

The purpose of this study was to advance our understanding of the role of perceived corporate social responsibility (CSR) in the donor decision making process in college athletics. A research model was developed to examine theoretical relationships among perceived CSR, trust, commitment and donation intention. The proposed research model was tested using 644 donors from a college booster club in the US through simultaneous equations. It was concluded from the results that donors’ perceptions about CSR activities significantly influenced trust and commitment toward the organization. Trust...Read more

Angeline G. Close
Russell Lacey

This sport marketing study establishes a clearer demarcation between an event sponsor and a sponsored event in relation to investigating the potential value of congruity. Based on 1,615 field surveys, we uncover the asymmetrical impact of event-sponsor fit on the title sponsor and sponsored professional cycling event. Specifically, the study reveals how consumers’ positive perceptions of the sponsor rise when they perceive greater fit with the event; yet, congruity does not influence consumers’ attitudes toward the event. That is, even when the event and sponsor are perceived as a mismatch...Read more

Matthew Walker
Aubrey Kent
John Vincent

The unprecedented growth of the Internet has provided new ways for organizations to communicate with their stakeholders. Consequently, messages devoted to ethical, environmental, and other social initiatives have increased in popularity. Corporate social responsibility (CSR) is one way in which organizations seek to manage stakeholder pressures, improve organizational reputation, and increase consumer patronage. Based on these potential outcomes, the purpose of this study was to analyze CSR–related content distributed by teams to their stakeholders via electronic newsletters. Over 800 e-...Read more

Kathy Babiak
Richard Wolfe

Corporate social responsibility (CSR) has grown in importance to sport organizations as well as to the mega-events run by these organizations. This paper explores CSR initiatives related to Super Bowl XL in Detroit. Using Carroll’s (Carroll, 1979, 1999) framework of CSR, we outline some of the key community outreach efforts initiated by the NFL and the Super Bowl Host Committee, and further, we discuss the ways in which these efforts might help in building the NFL’s image as a professional sport league that takes its social responsibility seriously.Read more