Electronic Resource
Corporate social responsibility and sport event sponsorship
| العنوان: | Corporate social responsibility and sport event sponsorship |
|---|---|
| المؤلفون: | Thyne, M, Deans, K, Gnoth, J, Filo, Kevin, Funk, Daniel, Neale, Larry |
| المصدر: | Reputation, Responsibility and Relevance: proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 |
| بيانات النشر: | Australian and New Zealand Marketing Academy (ANZMAC) 2007 |
| نوع الوثيقة: | Electronic Resource |
| مستخلص: | Demonstrating socially responsible behaviour has become increasingly important for corporations. Using the Psychological Continuum Model (PCM) as its theoretical framework, this paper examines the meditational 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. |
| مصطلحات الفهرس: | Corporate Social Responsibility, Sport Event Sponsorship, Sport Participation Motivation, Chapter in Book, Report or Conference volume |
| URL: | Filo, Kevin, Funk, Daniel, & Neale, Larry (2007) Corporate social responsibility and sport event sponsorship. In Thyne, M, Deans, K, & Gnoth, J (Eds.) Reputation, Responsibility and Relevance: proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007. Australian and New Zealand Marketing Academy (ANZMAC), Australia, pp. 2832-2839. |
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| ملاحظة: | application/pdf |
| Other Numbers: | ATUTQ oai:eprints.qut.edu.au:26209 QUT Business School; School of Advertising, Marketing & Public Relations 1146600663 |
| المصدر المساهم: | QUEENSLAND UNIV OF TECH From OAIster®, provided by the OCLC Cooperative. |
| رقم الانضمام: | edsoai.on1146600663 |
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