Adverse Effects When Partnering for Corporate Social Responsibility in the Context of FIFA World Cup Sponsorship

IF 1.8 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Global Sport Management Pub Date : 2020-10-01 DOI:10.1080/24704067.2018.1537680

Wojciech Kulczycki, Benjamin Pfister, Joerg Koenigstorfer

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引用次数: 3

Abstract

Abstract The purpose of this study was to assess the influence of partnership for corporate social responsibility (CSR) in the context of the sponsorship of the 2014 men’s FIFA (Fédération Internationale de Football Association) World Cup on host city residents’ evaluations of sponsors. One hundred sixty Rio de Janeiro residents participated in the experiment. The results showed that partnerships with FIFA or the Brazilian government, which are both accused of mismanagement and corruption, worsened attitudes toward the sponsor compared to a CSR engagement without a partnership. Thus, adverse effects when partnering for CSR were found. Furthermore, the linkage to FIFA made the sponsor more dependent on the host city residents’ overall evaluation of the sports federation. The dependency on FIFA can be good or bad for sponsor brands: attitude to the sponsor and, hence, behavioral intentions to engage with the sponsor increase (decrease) with better (worse) attitude toward the sports federation.

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世界杯赞助背景下企业社会责任合作的不利影响

摘要本研究的目的是评估在赞助2014年国际足球协会世界杯的背景下，企业社会责任伙伴关系（CSR）对主办城市居民对赞助商评价的影响。160名里约热内卢居民参加了这项实验。结果显示，与没有合作关系的企业社会责任参与相比，与国际足联或巴西政府的合作关系恶化了对赞助商的态度，这两个机构都被指控管理不善和腐败。因此，在合作企业社会责任时发现了不利影响。此外，与国际足联的联系使赞助商更加依赖主办城市居民对体育联合会的整体评价。对赞助商品牌来说，对国际足联的依赖可能是好的，也可能是坏的：对赞助商的态度，因此，与赞助商接触的行为意图随着对体育联合会的态度变好（变差）而增加（减少）。

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来源期刊

Journal of Global Sport Management Business, Management and Accounting-Strategy and Management

CiteScore

4.40

自引率

4.50%

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