A corporate social responsibility measurement model for sport organizations

作者：Jung Chang Wook; Kim Hyun Duck^*; Song Seok Ho

来源：Asia Life Sciences, 2015, 24(1): 155-167.

• corporate social responsibility
• sports marketing
• team image
• team loyalty
• football clubs

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.

• 出版日期2015-6