The role of authenticity in creating shared value: From the perspective of sports firms' corporate image and customer loyalty

被引：0
|
作者：
Choi, Seung Kook [1 ]
Noh, Yonghwi [1 ]
机构：
[1] Myongji Univ, Dept Business Adm, Geobukgolro 34, Seoul, South Korea
来源：
SERVICE BUSINESS | 2024年
关键词：
Authenticity; CSV; CSR; Corporate image; SOCIAL-RESPONSIBILITY; CSR; TRUST; BRAND;
D O I：
10.1007/s11628-024-00567-x
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Authenticity is a decisive factor affecting customers' judgment of corporate image from a firm's activities. While much research has been done on authenticity, there is limited understanding regarding creating shared value (CSV) activities of sports firms. Thus, based on attribution theory, this study investigates the role of authenticity in the effect of sports firms' CSV activities on corporate image and customer loyalty. The results showed that authenticity played an important role in moderating the impact of CSV activities. These results imply that it is important to consider authenticity when establishing CSV strategies, since the performance is largely determined by authenticity.
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页数：22
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