体育赞助中的企业社会责任消费者对赞助品牌企业社会责任的看法

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-03-31 DOI:10.1108/ijsms-09-2019-0108
A. Demirel
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引用次数: 17

摘要

本文的目的是调查职业运动队的赞助与消费者对赞助品牌的社会责任感之间的联系。更具体地说,本研究调查了职业运动队的赞助本身是否会导致消费者认为赞助品牌对社会负责,以及哪些因素可能会产生企业社会责任的看法和随后的消费者反应。,进行了一项实验研究,以检验职业运动队的赞助对消费者对赞助品牌的CSR认知的影响。此外,还采用了一项实地研究来探讨赞助匹配在产生企业社会责任认知中的作用。,实验研究结果表明,职业运动队的品牌赞助有助于塑造该品牌的社会责任形象,而赞助契合度则会诱导消费者对赞助品牌的CSR认知。此外,实地研究的结果表明,企业社会责任认知是一个潜在的过程,推动赞助匹配对消费者对赞助品牌的行为意图产生影响。最后,团队认同的作用被证明是形成赞助匹配效果的边界条件。,由于赞助了一支运动队,专门寻求创造一个对社会负责的形象的品牌应该考虑其品牌与赞助的运动队之间的感知契合度的重要性,因为这是企业社会责任感知的关键预测因素。,本文为体育赞助和企业社会责任认知之间的联系提供了实证证据,并揭示了消费者反应的重要预测因素。
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CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR
The purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More specifically, this research investigates if sponsorship of professional sport teams in itself leads consumers to perceive a sponsoring brand as socially responsible, and what factors may produce CSR perceptions and subsequent consumer response.,An experimental study was conducted to examine the impact of sponsorship of professional sport teams on consumers' CSR perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions.,The results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand, and sponsorship fit induces consumers' CSR perceptions of a sponsoring brand. Additionally, the results from the field study identified CSR perceptions as an underlying process driving the effect of sponsorship fit on consumers’ behavioral intentions toward a sponsoring brand. Lastly, the role of team identification was shown as a boundary condition shaping the effects of sponsorship fit.,Brands specifically seeking to create a socially responsible image, thanks to sponsoring a sport team, should consider the importance of perceived fit between their brand and the sponsored sport team as it is a key predictor of CSR perceptions.,This paper provides empirical evidence for the sport sponsorship and CSR perceptions link and sheds light on important predictors for consumer response.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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