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  • Corporate Social Responsibility and Sport Event Sponsorship

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    48048_1.pdf (98.54Kb)
    Author(s)
    Filo, Kevin
    Funk, Daniel
    Neale, Larry
    Griffith University Author(s)
    Funk, Daniel C.
    Filo, Kevin R.
    Year published
    2007
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    Abstract
    Demonstrating socially responsible behaviour has become increasingly important for corporations. Using the Psychological Continuum Model (PCM) as its theoretical framework, this paper examines the mediational role of corporate social responsibility (CSR) on the relationship between sport participation motivation, event attachment and purchase intent of a sport event's sponsors' products. A questionnaire was distributed to a sample of sport event participants (N=689) to measure sport participation motivation (recreation and charity), attachment to the event, CSR, and purchase intent of sponsors' products. Results reveal that ...
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    Demonstrating socially responsible behaviour has become increasingly important for corporations. Using the Psychological Continuum Model (PCM) as its theoretical framework, this paper examines the mediational role of corporate social responsibility (CSR) on the relationship between sport participation motivation, event attachment and purchase intent of a sport event's sponsors' products. A questionnaire was distributed to a sample of sport event participants (N=689) to measure sport participation motivation (recreation and charity), attachment to the event, CSR, and purchase intent of sponsors' products. Results reveal that CSR fully mediates the link between purchase intent and sport participation motivation and partially mediates the influence of attachment on purchase intent. The authors propose that corporations strategically align with sport events in which participants are attached to allow for CSR and the meaning elicited by the event to work jointly.
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    Conference Title
    ANZMAC 2007 Conference Proceedings: 3Rs reputation responsibility relevance
    Publisher URI
    https://anzmac.org/
    Copyright Statement
    © The Author(s) 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
    Publication URI
    http://hdl.handle.net/10072/19449
    Collection
    • Conference outputs

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