The Effect of Professional Baseball Teams’ Corporate Social Responsibility (CSR) on Sponsors’ Brand Personality and Sport Fans’ Relationship Continuity Intention: Focusing on MobileNetwork Operators

2019 ◽  
Vol 24 (5) ◽  
pp. 88-105
Author(s):  
Zhengri Quan ◽  
Seunghwan Lee
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Personality ◽  
Professional Baseball ◽  
Sport Fans ◽  
Relationship Continuity ◽  
Corporate Social

Corporate Social Responsibility Management (CSRM) With Islamic Philanthropy Concept For Enhancing Mudarabah Family Takaful Model In Malaysia

2021 ◽  
pp. 179-196
Author(s):  
Muhamad Fazil Ahmad
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Best Practice ◽  
Brand Personality ◽  
Good Health ◽  
Health Condition ◽  
Chronic Illnesses ◽  
Marginalized Groups ◽  
Corporate Social ◽  
Good Health Condition

The purpose of this study is to explore the opportunities of integrating Islamic Philanthropy and Corporate Social Responsibility Management (CSRM) with Brand Personality concept for enhancing Mudarabah Family Takaful Model. The application of CSRM with the best practice in Islamic Philanthropy has been circulating in recent years. Since Takaful services are only provided to those, who have affordability with a good health condition. But supposedly those have inadequate and suffering from a variety of chronic illnesses, and health problems need more medical and health services. The current practice of this study is to review a practical approach in establishing Islamic Philanthropy and Social Responsibility Concept to Enhance Mudarabah Family Takaful Model in Malaysia. This study is called upon to examine how these marginalized groups can enjoy the same facilities as those who are qualified to get the services and benefits of the Takaful. The CSR Theories refer to the implementation of this model in Malaysian Takaful Industry. It is used to establish the conceptual framework of this study. Theoretically, the current study is perhaps one of the first to explore Islamic Philanthropy and Social Responsibility concept to improve the Mudarabah Family Takaful Model. Practically the study proposes to develop a new model and plan based on the dimensions of the Halal brand personality concept of Purity, Secure, Quality, Beneficial and Religious Compliance for beneficial to all people in Malaysia.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

2021 ◽  
Vol 30 (1) ◽  
pp. 16-29
Author(s):  
Shang-Chun Ma ◽  
Kyriaki Kaplanidou
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Social Identities ◽  
Brand Extensions ◽  
Professional Baseball ◽  
Corporate Brand ◽  
Corporate Social ◽  
The Relationship ◽  
City Identity

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

2021 ◽  
Vol 30 (1) ◽  
pp. 16-29
Author(s):  
Shang-Chun Ma ◽  
Kyriaki Kaplanidou
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Social Identities ◽  
Brand Extensions ◽  
Professional Baseball ◽  
Corporate Brand ◽  
Corporate Social ◽  
The Relationship ◽  
City Identity

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Liudmila Tarabashkina ◽  
Olga Tarabashkina ◽  
Pascale Quester ◽  
Geoffrey N. Soutar
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Attitude Change ◽  
Brand Management ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Content Type ◽  
Csr Communication ◽  
Before And After ◽  
Corporate Social

Purpose While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and active dimensions of brand personality remains limited. This study aims to address this gap and examine how brands with different personality strength benefit from CSR communication, providing novel insights about CSR’s branding payoffs to firms. Design/methodology/approach Three experiments were conducted. Study 1 tested if CSR communication influenced responsible and active brand personality dimensions compared to non-CSR communication. Study 2 examined how varying CSR spending allocations affect personality perceptions of weak and strong brands. Studies 1 and 2 measured responsible and active brand personalities before and after exposure to experimental manipulations, assessing immediate changes in brand personality. Study 3 replicated the results of Study 2 using fictitious brands whose initial brand personalities were manipulated as either weak or strong. Findings CSR communication has the potential to influence brands’ responsible and active personalities compared to non-CSR communication. However, changes in brand personalities were contingent on CSR manipulations (smaller vs larger CSR spending) and initial brand strength. Brands that lacked strongly responsible and strong active personalities experienced an improvement in these perceptions after exposure to any CSR spending message. However, brands with strong responsible or strong active personalities experienced brand erosion after exposure to smaller CSR spending message or no improvement when the CSR message was aligned with the responsible and active conduct (e.g. mentioned larger CSR spending). Originality/value This study is the first to examine how CSR affects brand personality. By combining signalling and attitude change/congruity principle theories, it provides novel theoretical contributions to explain when CSR can improve, erode or exert no effect on the responsible and active brand personalities, providing insights for effective brand management.

How can the hospitality industry increase corporate value aligned with sustainable development goals? Case examples from Hilton, Meliá and Sun

2020 ◽  
Vol 12 (5) ◽  
pp. 509-523
Author(s):  
Victoria Matteucci
Keyword(s):  
Sustainable Development ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Hospitality Industry ◽  
Sustainable Development Goals ◽  
Brand Personality ◽  
Content Type ◽  
Corporate Websites ◽  
Development Goals ◽  
Corporate Social

Purpose The purpose of this paper is to identify possible benefits hospitality companies may derive from their corporate social responsibility (CSR) commitments and to explore further value opportunities for these organisations through an alternative approach in their selection of sustainable initiatives. Design/methodology/approach This paper uses secondary data collected from publications on corporate websites, accompanied by third-party supporting internet-based evidence, for three contrasting companies as follows: Hilton Worldwide Holdings, Inc. (Hilton), Meliá Hotels International (Meliá) and Sun Limited (Sun). Sustainability endeavours for Goals 8, 12 and 17 are analysed and opportunities for inter-sectoral partnerships and customer-centric experiences are considered for these brands to establish value opportunities. Findings The paper concludes that by integrating sustainable efforts to brand personality, hospitality companies can devise genuine goals, organically incorporating these to the brands’ vision, reinforcing brand equity and creating value, while increasing customer loyalty. Originality/value Three diverse organisations were selected for the study. Hilton and Meliá have a worldwide presence and are headquartered in the USA and Spain, respectively, while the third company, Sun, is a relatively smaller example, with properties located in the region of the Indian Ocean. The contrasting selection and comparison of hospitality companies display different approaches in their United Nations sustainable development goals (UN SDGs) efforts as part of their corporate social responsibility offering an ample perspective. The consideration of brand personality and stakeholder priorities offers alternative criteria for selecting CSR efforts in the hospitality industry.

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