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Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.

An online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.

The findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.

This study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.

By applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

This study aims to examine the effects of motives for attending charity sport events on perceptions of self-congruity and charity sport event identification. It also examined the mediating role of self-congruity on the relationships between motives for attending charity sport events and charity sport event identification.

Data were collected through an online self-administered survey of 330 participants who had attended charity sport events in Thailand. A series of multiple regressions and the PROCESS macro method were used for analysing direct and indirect effects.

The results clearly indicated that physical and charitable motives had a significant impact on event identification. While physical, social and charitable motives had an impact on self-congruity, self-congruity had a greater impact on event identification. The role of self-congruity, meanwhile, mediated the relationship between physical, social, enjoyment and charitable motives and the event identification.

The results of this study contribute to the extension of the body of knowledge, especially in regard to special events and charitable foundations where the proposed relationships have yet to be studied.

Using the social identity theory as a theoretical background, the study adds to the comprehensive understanding of social and psychological motives to build an identity and enhance a strong sense of identification and belonging to a charity sport event.

A prolific stream of research has demonstrated the unique potential of sports sponsorship to contribute to corporate image and to influence audiences around the world. Meanwhile, the concept of corporate social responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. This paper builds on both these theoretical fields to develop a conceptual framework linking the effectiveness of sports sponsorship with the sponsors' CSR commitment to both employees and consumers.

The purpose of this paper is to explore factors affecting participant awareness, attraction, and attachment to the National Multiple Sclerosis Society’s (NMSS) MS 150 PGA Tour Cycle to the Shore charitable bike ride utilizing the Psychological Continuum Model (PCM) developed by Funk and James. In addition, the authors sought to outline variables sport organizations can use to predict donor behavior.

Data for this project were derived from an electronic survey distributed to race participants and was analyzed in SPSS® software. Regression analysis was employed.

The findings support previous research employing the PCM; wherein social situational variables have the greatest influence on the relational significance of hedonic and dispositional needs in attraction and attachment to sporting events. The work supports the inclusion of communities as an additional attachment outcome.

In all, 92 percent of riders were informed about the event through word of mouth (WOM) marketing, highlighting the importance this promotional technique in the awareness stage of the PCM. NMSS would be well served by capitalizing on the power of WOM.

The research provides insight into predictors of fundraising efficacy. In terms of fundraising effectiveness, participants with four or more years of participation were six times more likely than first-year riders to raise $1,000 or more.