Nike, Colin Kaepernick, and the politicization of sports: Examining perceived organizational motives and public responses

被引：85

作者：

Kim, Joon Kyoung ^{[1
]}

Overton, Holly ^{[1
]}

Bhalla, Nandini ^{[2
]}

Li, Jo-Yun ^{[3
]}

机构：

[1] Univ South Carolina, Sch Journalism & Mass Commun, 800 Sumter St, Columbia, SC 29208 USA

[2] Washington & Lee Univ, Dept Journalism & Mass Commun, Lexington, VA 24450 USA

[3] Univ Miami, Dept Strateg Commun, Coral Gables, FL 33124 USA

来源：

PUBLIC RELATIONS REVIEW | 2020年 / 46卷 / 02期

关键词：

Corporate social advocacy; Attribution theory; Sports politicization; Nike; CORPORATE SOCIAL-RESPONSIBILITY; WORD-OF-MOUTH; BEHAVIORAL INTENTION; MEDIATING ROLE; ATTRIBUTIONS; CSR; COMMUNICATION; ANTECEDENTS; PERCEPTIONS; ASSOCIATIONS;

D O I：

10.1016/j.pubrev.2019.101856

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study applies arguments from attribution theory to examine the role of perceived motives (values-driven, egoistic-driven, strategic-driven, and stakeholder-driven motives) in developing individuals' attitudes, positive word-of-mouth (PWOM), and negative word-of-mouth (NWOM) intentions in response to Nike's 30th Anniversary ad campaign featuring Colin Kaepernick. This study also examines how perceptions of the appropriateness of the politicization of sports moderate these relationships, as well as individual factors that predict people's assessments of sports as a politicized event. A survey (N = 373) was conducted to examine how much people's perceptions of Nike's motives for engaging in Corporate Social Advocacy (CSA) guided their responses and the degree to which they were likely to engage in actions. Implications for theory and practice are discussed.

引用

页数：10

共 8 条

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