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Corporate social responsibility and sport event sponsorship

Neale, Larry, Filo, Kevin, & Funk, Daniel (2007) Corporate social responsibility and sport event sponsorship. In ANZMAC 2007, 3-5 December 2007, University of Otago, Dunedin. (Unpublished)

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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 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.

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ID Code: 26209
Item Type: Conference Item (Presentation)
Additional URLs:
Keywords: Corporate Social Responsibility, Sport Event Sponsorship, Sport Participation Motivation
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > COMMERCIAL SERVICES (150400) > Sport and Leisure Management (150404)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 [please consult the authors]
Deposited On: 02 Oct 2009 13:47
Last Modified: 11 Aug 2011 00:11

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