FiT Publishing

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

The purpose of the current paper is to help improve our understanding of why people donate money to athletic support groups, which motivations are most prevalent among donors, and how motivations differ across three schools. Four thousand one hundred and thirty-seven responses (from 1,579 athletic support group donors at three universities) to an open-ended question about donor motivation were content analyzed. Results suggest that primary motives include supporting and improving the athletic program, receiving tickets, helping student-athletes, deriving entertainment and enjoyment,...Read more

college, fan behavior, donorsRead more