{"title":"The role of authenticity in creating shared value: From the perspective of sports firms’ corporate image and customer loyalty","authors":"Seung Kook Choi, Yonghwi Noh","doi":"10.1007/s11628-024-00567-x","DOIUrl":null,"url":null,"abstract":"<p>Authenticity is a decisive factor affecting customers’ judgment of corporate image from a firm’s activities. While much research has been done on authenticity, there is limited understanding regarding creating shared value (CSV) activities of sports firms. Thus, based on attribution theory, this study investigates the role of authenticity in the effect of sports firms’ CSV activities on corporate image and customer loyalty. The results showed that authenticity played an important role in moderating the impact of CSV activities. These results imply that it is important to consider authenticity when establishing CSV strategies, since the performance is largely determined by authenticity.</p>","PeriodicalId":51576,"journal":{"name":"Service Business","volume":"64 1","pages":""},"PeriodicalIF":4.4000,"publicationDate":"2024-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Service Business","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11628-024-00567-x","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Authenticity is a decisive factor affecting customers’ judgment of corporate image from a firm’s activities. While much research has been done on authenticity, there is limited understanding regarding creating shared value (CSV) activities of sports firms. Thus, based on attribution theory, this study investigates the role of authenticity in the effect of sports firms’ CSV activities on corporate image and customer loyalty. The results showed that authenticity played an important role in moderating the impact of CSV activities. These results imply that it is important to consider authenticity when establishing CSV strategies, since the performance is largely determined by authenticity.
期刊介绍：
The mission of Service Business is to be an outlet for the most advanced research in business related to the service sector. The journal is designed to be international and multidisciplinary. Service Business focuses on business research for the service sector and provides a means of communication for those working in the business field of service and service industries irrespective of discipline, functional area, sector or nationality. Service Business is a journal for issues related to business in the service sector of the economy, focusing on both the profit and non-profit areas of the sector. Authors share their experiences in developing, implementing, and evaluating their business decisions and strategies and explore not only the latest research and methodologies in the field, but also examine the theoretical and managerial implications, and future research opportunities in service sector. An editorial review board of leading international scholars and practitioners assures content which encompasses rigorous conceptual and empirical papers, practice-oriented papers, teaching-oriented papers, special issues, case studies, book reviews, and conference reports. Every article published in the SB is subject to a double blind review process to ensure its relevance and quality.
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