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
