The effects of perceived CSR, pride, team identification, and regional attachment: the moderating effect of gender

Chang, Mark Jaewon; Ko, Yong Jae; Connaughton, Daniel P.; Kang, Joonho

doi:10.1080/14775085.2016.1193822

Cited by 24 publications

(21 citation statements)

References 66 publications

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“…Robinson and Trail (2005) found that gender had an influence on the relationship between points of attachment and team identification. Chang, Ko, Connaughton, and Kang (2016) in their study on team identification found that markets could be segmented based on gender differences and that males and females respond differently to different attachment points and have varied levels of team identification as a result. Further, Chang et al (2016) argued that males felt more attached to their hometown based on their attachment with the sports team compared to their female counterparts.…”

Section: Literature Reviewmentioning

confidence: 99%

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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PurposeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.Design/methodology/approachData were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).FindingsAttachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.Practical implicationsThis study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.Originality/valueThis is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.

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Section: Literature Reviewmentioning

confidence: 99%

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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“…In addition, CSR in sport can play a very important role in influencing stakeholder attitudes and buying behavior. Therefore, sport related bodies can benefit via their CSR approach like protecting and maintaining their reputation, developed loyalty of fans, competitive advantage, improved financial performance, recognition, improved relations with society, enhanced image, and performing ethical and altruistic behavior (6)(7)(8). The interest and growth in CSR measurement and reporting on the part of corporations has been influenced by several perceived and actual benefits attached to this activity.…”

Section: Introductionmentioning

confidence: 99%

Measuring Corporate Social Responsibility in Sport Industry: Development and Validation of Measurement Scale

Montazeri

Talebpour

Andam

et al. 2017

Ann. Appl. Sport Sci

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Background. While more and more sport organizations broadly acknowledge their ability at delivering social values, corporate social responsibility (CSR) is rapidly growing at a significant rate across the professional sport industry and its related organizations. Despite the growing body of research in this area, measuring CSR is still problematic. Objectives. Therefore, the aim of this study is to provide an efficient, valid, and reliable measure of CSR reflecting the responsibilities of sport industry. Methods. Based on a proposed conceptual framework of CSR, a scale was developed via a standard procedure for developing instrument measures. In this study, to determine and assess the underlying factorial structure, convergent and discriminate validity of measurement scale, exploratory and confirmatory factor analysis was performed. Data was collected from 640 sport fans in Iran's Football Premier League. Results. The results of the analysis provided a five-dimensional structure of CSR in sport, such as economic, philanthropic, ethical, legal, and environmental issues. These dimensions explained 50.827% of the total variance. In addition, the KMO measure was computed and the results indicated an index of 0.927. Moreover, the values of Cronbach's alpha obtained for five factors ranged from 0.848 to 0.967. The results show the reliability and validity of this new scale in sport industry. Conclusion. This study implies that from a consumer's perspective, CSR is perceived as a set of attributes; therefore, it is important for a professional sports team's management to understand fans' interest in social issues and fans' responses to various CSR programs.

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“…Few researchers used a mixed-method approach to answer their research questions, specifically by conducting interviews and surveys (Babiak and Trendafilova, 2011 ; Blumrodt et al, 2013 ; Davies and Moyo, 2017 ). Exclusive quantitative research was deployed by using surveys (e.g., Walters and Tacon, 2011 ; Chang et al, 2016 ; Lacey and Kennett-Hensel, 2016 ). However, most of the questionnaires used only short three- to five-item scales for measuring CSR or CSR perception, which barely covered the multidimensional nature of CSR.…”

Section: Theoretical Framework and Literature Reviewmentioning

confidence: 99%

The Perceived Corporate Social Responsibility of Major Sport Organizations by the German Public: An Empirical Analysis During the COVID-19 Pandemic

Thormann

Wicker

2021

Front. Sports Act. Living

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Sport governing bodies have played a special role in society during the first wave of the COVID-19 pandemic. Following stakeholder theory and consumption capital theory, this study investigated the actions of the German Bundesliga (DFL), Union of European Football Associations (UEFA), and the International Olympic Committee (IOC) during this phase as perceived by the German population and through the lens of corporate social responsibility (CSR). Based on a representative sample of the German resident population (N = 1,000), the study examined the individual characteristics that influenced the perceived CSR of these organizations and what population clusters emerged from this perception. The survey applied a CSR scale that was previously validated in a professional team sports context. The results confirmed the equally strong applicability of the scale to the sport governing context. Cluster analysis yielded three distinctive clusters, namely, “supporters,” “neutral observers,” and “critics.” Regression analyses and the cluster analysis identified those with frequent consumption and high involvement in sport as rating the actions of the three sport organizations more positively. They are also more strongly represented in the “supporters” cluster. In contrast, those threatened the most by the virus are overrepresented in the “critics” cluster.

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The effects of perceived CSR, pride, team identification, and regional attachment: the moderating effect of gender

Cited by 24 publications

References 66 publications

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Measuring Corporate Social Responsibility in Sport Industry: Development and Validation of Measurement Scale

The Perceived Corporate Social Responsibility of Major Sport Organizations by the German Public: An Empirical Analysis During the COVID-19 Pandemic

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