The purpose of this dissertation was to provide a better understanding of how sport fans’ perceptions of a sport team’s CSR activities influence the behavioral intention of sport consumers. More specifically, the aim of this study was to propose and test a theoretical model that explore the relationship among perceived CSR and team identification and satisfaction, along with the behavioral intention. This study was to investigate the mediating role of customer satisfaction in the relationship between perceived CSR and behavioral intention. Finally, the study attempts to examine whether the relationship between team identification and behavioral intention is mediated by customer satisfaction.
|Commitee:||Lo, Wen-Ju, Stokowski, Sarah, Walker, Kasey|
|School:||University of Arkansas|
|Department:||Recreation & Sport Management|
|School Location:||United States -- Arkansas|
|Source:||DAI-A 80/04(E), Dissertation Abstracts International|
|Subjects:||Asian Studies, Sports Management, Management|
|Keywords:||Behavioral intention, CSR, Marketing, Satisfaction, Sport management, Team indentification|
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