What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event

Abstract

Purpose

The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI).

Design/methodology/approach

The conceptual model developed in this research consolidates various constructs related to sponsors and events into a single comprehensive framework, thus offering an integrated view of the factors that determine consumers’ perceptions of a sponsorship and their attitudes toward a sponsor. Data were collected from participants in the Pink Ribbon Love Marathons (PRLM) held in Seoul, South Korea. A total of 650 female subjects (mean age=41.2, SD=12.5) participated in this investigation.

Findings

The findings indicate that CI plays a significant role as a partial mediator within a reciprocal relationship between participants’ event perception and patronage intention. Sponsoring a well-targeted event might have a positive impact on CI and PI.

Originality/value

What makes this study unique is the application of previous research examining cause-related sport sponsorship from a sport participant’s perspective. From a practical standpoint, the findings of this study reveal the importance of corporate communication in CSR.

Citation

Sung, M. and Lee, W.-Y. (2016), "What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 1, pp. 56-77. https://doi.org/10.1108/IJSMS-02-2016-004