FiT Publishing

Corporate social responsibility (CSR)-linked sport sponsorships attract attention from sport marketing professionals and scholars alike. Th e purpose of this research was to examine how the effectiveness of a CSR-linked sponsorship varies depending upon the sponsor’s commitment to the CSR program. Th e results of our experiment showed that a CSR-linked sponsorship could hurt consumers’ fi t perception if the sponsor shows only minimum commitment to the cause. We also found that a CSR-linked sponsorship is more effective than a standard sponsorship in inducing consumers’ positive attitudes...Read more

The purpose of this study was to examine gender differences in the relationship between sports consumers’ perceived influence of word-of-mouth (WOM) recommendation and its antecedents. We conducted a survey with sports consumers who had received a WOM recommendation to watch a sporting event and actually watched the event. Survey participants indicated how much the WOM recommendation influenced their sport-watching behavior. The results of structural equation modeling (SEM) showed that a recommender’s trustworthiness, the richness of message content, and the strength of message delivery...Read more

Although pride is considered an important concept in the business marketing literature, this emotional construct has not been explored in the context of sport fan behavior. In particular, very few studies have investigated the antecedents and consequences of pride. To fill the conceptual void, in the current study, the researchers investigated the relationships among pride, team performance/corporate social responsibility (CSR), and word of mouth (WOM) recommendation. The moderating effect of team identification was also examined. The results suggest that both fans’ perception of team...Read more