FiT Publishing

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates...Read more

Brand extensions are a popular strategy for professional sport teams as they can have a positive impact on team revenue and act as another touch point between teams and consumers. However, failed extensions could also potentially harm team brand equity. While research has begun to examine team brand extensions, no research has examined extensions from the perspective of the teams being an extension of a corporate brand. Therefore, this study examined the perceived fit between four professional baseball teams in Taiwan and the corporate parent brand which owned the teams, if team success...Read more