Despite the increasing interest in corporate social responsibility (CSR) marketing practices, the role of CSR has little been explored in the area of sports marketing. The purpose of this study was to investigate the relationship between professional sports teams' CSR on the team image, team identification, and team loyalty. The participants were selected to conduct the survey questionnaire for three different major professional sports teams in South Florida. A total of 548 respondents participated in the survey; among them, 127 were deleted after a missing data check and outlier check. A total of 421 responses were collected and analyzed using structural equation modeling method with LISREL Ver. 8.8 program.
The findings of this study were as follows: 1) All dimensions of CSR (economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility) had a statistically significant effect on team image. 2) With regard to the influence of CSR on team identification, philanthropic responsibility did not have a significant influence on team identification, whereas economic responsibility, legal responsibility, and ethical responsibility were found to have a significant relationship with team identification. 3) All dimensions of CSR showed strong impact on team loyalty. 4) The team image was found to have a positive influence on team identification. 5) Both team image and team identification had a statistically significant effect on team loyalty. Team identification value was found to have a stronger influence on team loyalty than team image value. The study concluded with discussion and future research recommendation.
|Commitee:||Abernethy, Ted, Chan, Gregory|
|School:||St. Thomas University|
|School Location:||United States -- Florida|
|Source:||DAI-A 74/04(E), Dissertation Abstracts International|
|Subjects:||Sports Management, Educational leadership|
|Keywords:||Corporate social responsibility, Professional sports teams, Team identification, Team image, Team loyalty|
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