Corporate Social Responsibility and Sport Event Sponsorship

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Title Corporate Social Responsibility and Sport Event Sponsorship
Author Filo, Kevin Robert; Funk, Daniel Carl; Neale, Larry
Publication Title ANZMAC 2007 Conference Proceedings: 3Rs reputation responsibility relevance
Editor Dr Maree Thyne, Dr Kenneth R. Deans, Assoc Prof Juergen Gnoth
Year Published 2007
Place of publication New Zealand
Publisher Australia & New Zealand Marketing Academy
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 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.sobmedia.commerce.otago.ac.nz/
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright remains with the authors 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.
ISBN 9781877156299
Conference name ANZMAC 2007
Location Dunedin New Zealand
Date From 2007-12-03
Date To 2007-12-05
URI http://hdl.handle.net/10072/19449
Date Accessioned 2008-03-07
Date Available 2009-10-14T22:15:14Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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