A corporate social responsibility measurement model for sport organizations

被引：0
|
作者：
Jung, Chang-Wook [1 ]
Kim, Hyun-Duck [2 ]
Song, Seok-Ho [1 ]
机构：
[1] St Thomas Univ, Miami Garden, FL USA
[2] Keimyung Univ, Coll Phys Eduat, Dept Sport Mkt, Daegu, South Korea
来源：
ASIA LIFE SCIENCES | 2015年 / 24卷 / 01期
关键词：
corporate social responsibility; sports marketing; team image; team loyalty; football clubs; BRAND ASSOCIATIONS;
D O I：
暂无
中图分类号：
Q [生物科学];
学科分类号：
07 ; 0710 ; 09 ;
摘要：
The study is mainly designed to investigate the relationship between professional sports teams' corporate social responsibility (CSR) activities on the fans' perceived team image and loyalty and determine its practical implications in community involvement towards CSR activities. On-line based survey was conducted and a total of 615 responses from research pool of K-League (professional soccer league) were participated and the data were analyzed using structural equation modeling (SEM) method with LISREL ver. 8.8 program. The results demonstrated the following: (1) all dimensions of CSR showed positive impact on the fans' perceived team image; (2) all dimensions of CSR showed strong and positive impact on the fans' perceived team loyalty and (3) the fans' team image had a statistically significant effect on fans' team loyalty.
引用
收藏
页码：155 / 167
页数：13
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