corporate social responsibility, consumer attributions, corporate communications, CSR strategy, information source,

Organizations within the sport industry are facing increasing pressure to both maintain profitability and behave in socially acceptable ways, yet researchers have provided little information on how consumers perceive and react to corporate social responsibility (CSR). This mixed-design study examined the relationship between CSR activities and fans’ assessments of reputation and patronage intentions. In addition, the study sought to determine the role of team identification in the aforementioned relationship. Fans of two NFL teams were sampled (N= 297), with quantitative results suggesting that CSR is an important predictor of reputation, and that two types of patronage could be significantly impacted as well. The moderating effect of team identification was significant yet influenced the outcomes in different ways. Qualitative findings reinforced the quantitative discussion by providing support for the general conclusions that CSR was viewed favorably by most fans, and is an important aspect of the overall business strategy of a sport organization.

The purpose of the study was to explore the role of mega-event impacts on perceived satisfaction with quality of life and support among South African residents before and after the 2010 FIFA World Cup. Limited research has empirically tested whether quality of life (QOL) is perceived as an exchange benefit that facilitates resident support of mega-events. Intercept data were collected from residents in five host cities three months before (March 2010) and eight months after (March 2011) the event (N = 3,789). Results indicate significant differences in perceived impacts before and after the event. Before the event, the influence of political impacts, psychological impacts, and social benefits on perceived QOL was significant, while QOL mediated the relationships between political, psychological, and social benefit impacts and resident support. After the event, economic impacts emerged as a significant predictor of QOL in contrast to the preevent sample.

2016-12-24T18:18:19

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