A Tale of Two Sponsors: Comparing Channels of Sponsorship Effectiveness Using a Local Charity-Linked Event

2021 ◽  
Author(s):  
Wayne W Smith ◽  
Jessica F Madariaga ◽  
Robert E Pitts ◽  
Weishen Wang
Keyword(s):  
Corporate Social Responsibility ◽  
Structural Equation ◽  
Equation Model ◽  
Direct Path ◽  
Socially Responsible ◽  
Intention To Purchase ◽  
Positive Expression ◽  
Sponsorship Effectiveness ◽  
Corporate Social ◽  
Motivation To Participate

The current study uses a local, charity-linked running event that attracts attendants with different motivations to participate and attitudes toward corporate social responsibility (CSR) to examine the effectiveness of sponsorship decisions for two primary, concurrent sponsors. Using a structural equation model for each sponsor, we find that the importance attached to various channels that influence sponsorship effectiveness to be sponsor specific. For the luxury automobile sponsor in our study, an attendant's motivation to participate is the only statistically significant and direct path to intention to purchase. Furthermore, while CSR also links to fit, the fit has no direct path to intention to purchase. This finding could potentially indicate that participants view the luxury automobile sponsorship as a positive expression of CSR, rather than through the event's lens. This finding implies that the luxury automobile dealer's sponsorship gains are not dependent on the event but the cause's support. In contrast, the sponsorship gains for the sports retailer are dependent on the event, where event satisfaction, event leverage, and event fit all have indirect paths to intention to purchase. Additionally, motivation to participate and the importance of CSR operates through different, indirect paths to intention to purchase for the sports retailer. While motivation to participate positively impacts event satisfaction and event satisfaction positively influences intention to purchase, CSR's importance operates through fit,which positively impacts intention to purchase. Our results for the sports retailer indicate an increased fit with the event enhances the sponsor's perceptions as socially responsible and enhances the intentions to purchase the sponsor's goods. Furthermore, a well-liked event increases the likelihood a participant will purchase the sports retailer's products

Information Disclosure, Social Responsibility, Trust, and Attitude Affect Loyalty to Housing Agents

2016 ◽  
Vol 44 (5) ◽  
pp. 717-726 ◽  
Author(s):  
Chun-Chang Lee ◽  
Yun-Ling Wu ◽  
Wen-Hsin Huang ◽  
Yu-Chen Lee ◽  
Pei-Ru Chen ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation Model ◽  
Information Disclosure ◽  
Structural Equation ◽  
Equation Model ◽  
Structural Relationships ◽  
Indirect Impact ◽  
Corporate Social ◽  
The Impact

We applied a linear structural equation model to explore the impact of information disclosure, social responsibility, trust, and attitude on consumers' loyalty to housing agents. Participants were 466 consumers and potential consumers of housing agency industry services, who completed a survey assessing the variables of interest. Results showed that information disclosure had a direct and significant impact on trust, and an indirect impact on trust through the mediator of corporate social responsibility (CSR), and that trust had an indirect and significant impact on loyalty through the mediator of attitude. The structural relationships among information disclosure, CSR, trust, and attitude should be acknowledged when discussing consumers' loyalty to housing agents.

The cross-effects of sponsorship in non-professional sports communities

2014 ◽  
Vol 52 (10) ◽  
pp. 2044-2068 ◽  
Author(s):  
Daniela Andreini ◽  
Giuseppe Pedeliento ◽  
Mara Bergamaschi ◽  
Jari Salo
Keyword(s):  
Web Site ◽  
Structural Equation ◽  
Professional Sports ◽  
Equation Model ◽  
Professional Communities ◽  
Content Type ◽  
Intention To Purchase ◽  
Sponsorship Effectiveness ◽  
The Cross

Purpose – The purpose of this paper is to investigate the cross-effects of on-site sponsorship on online sponsorship effectiveness in communities. The research evaluates how members’ commitment to a sports-oriented community and attitude to brands providing sponsorship developed through sponsorship on-site, and sponsor-community fit, influence the effectiveness of online sponsorship measured as the intention to purchase the same brands online through sponsoring banners displayed on the community web site. Design/methodology/approach – Data were collected through a web-survey from a self-selected sample of 272 respondents belonging to non-professional sports communities. By drawing on the principal tenets of the theory of reasoned action, the authors developed a theoretical framework and tested it through a structural equation model to evaluate the role of attitude to sponsor brands developed through sponsorship on-site, and its antecedents, on the intention to purchase the same brands online through sponsoring banners exposed on the community web site. Findings – The attitude to sponsor brands developed through sponsorship on-site affects the intention to make online purchases of the same brands through sponsoring banners exposed on the web sites of non-professional communities. On the other hand, antecedents of sponsorship on-site, that is, sponsor-community fit and commitment to the community, affect the intention to purchase the same brands online through sponsor banners displayed on the community web site, with attitude playing a different mediating role. Practical implications – The research contributes to sponsorship literature by establishing the existence of cross-effects of on-site sponsorship on online sponsorship effectiveness and providing insights into the central role of commitment and attitude developed on-site. Managerially, non-professional communities emerge as attractive targets for multiple sponsorship investment owing to their on-site and online social interaction that offers managers an opportunity to exploit sponsorship cross-effects. Originality/value – The study contributes to the scant body of knowledge on the cross-effects of on-site sponsorship on online sponsorship and provides insights into the importance of communities as a beneficial target of sponsorship investment.

scholarly journals PENGARUH GREEN MARKETING, CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 10 (1) ◽  
pp. 33-47
Author(s):  
Yuni Sarah ◽  
Sutar Sutar
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Green Marketing ◽  
Purposive Sampling ◽  
Corporate Social

Penelitian ini bertujuan untuk mengalisis pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Brand Image Dan Dampaknya Terhadap Keputusan Pembelian di Indomaret Manggarai, Jakarta Selatan. Sampel yang diperoleh sebanyak 111 responden dan diambil secara purposive sampling yaitu teknik pengumpulan sampel dengan pertimbangan tertentu, pemilihan sampel berdasarkan atas ciri-ciri tertentu yang dipandang sesuai dengan kriteria berdasarkan tujuan penelitian atau yang benar-benar dituju. Metode analisis yang digunakan dalam penelitian ini adalah analisis Structural Equation Model. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif signifikan baik terhadap Brand Image maupun Keputusan Pembelian baik secara langsung maupun tidak langsung. Brand image berpengaruh positif signifikan terhadap keputusan pembelian. Sementara, Corporate Social Responsibility tidak berpengaruh signifikan terhadap Brand Image, maupun Keputusan Pembelian baik secara langsung maupun tidak langsung. Hasil ini menunjukkan bahwa semakin meningkat green marketing yang dilakukan oleh perusahaan maka akan meningkatkan citra baik perusahaan tersebut sehingga akan meningkatkan keputusan pembelian konsumen. Untuk itu Indomaret harus melakukan peningkatan promosi melalui green marketing agar brand image nya semakin meningkat dan dapat meningkatkan konsumennya secara langsung

scholarly journals Corporate social responsibility and bank performance in transition countries

2015 ◽  
Vol 13 (1) ◽  
pp. 879-888 ◽  
Author(s):  
Khurshid Djalilov ◽  
Tetyana Vasylieva ◽  
Serhiy Lyeonov ◽  
Anna Lasukova
Keyword(s):  
Corporate Social Responsibility ◽  
Soviet Union ◽  
Social Responsibility ◽  
Former Soviet Union ◽  
Structural Equation ◽  
Transition Countries ◽  
Equation Model ◽  
Bank Performance ◽  
Main Motive ◽  
Corporate Social

This paper studies the relationship between corporate social responsibility and bank performance for 16 transition countries of the former Soviet Union and Central and Eastern Europe. The aim is to investigate (1) the nature of the link between corporate social responsibility and bank performance and the motive of banks to engage in corporate social responsibility (2) whether this is different during stable (2002-2005) and turbulent (2008-2012) periods. The results of the structural equation model using the data for 254 banks show that corporate social responsibility positively impacts on bank performance in both periods and implies that the strategic choice is the main motive of the banks to engage in corporate social responsibility for the countries investigated in the paper.

Benefits of corporate social responsibility

2018 ◽  
Vol 35 (3) ◽  
pp. 277-286 ◽  
Author(s):  
Sarah Alhouti ◽  
Giles D’Souza
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation ◽  
Equation Model ◽  
Mediation Effect ◽  
Chi Square ◽  
Content Type ◽  
Chi Square Test ◽  
Corporate Social ◽  
The Relationship

Purpose The purpose of this paper is to determine how consumers benefit from corporate social responsibility (CSR) and whether spiritual benefits are a stronger outcome of CSR. Design/methodology/approach Items for values are developed and tested prior to their inclusion in an experiment that manipulates the presence and absence of CSR. A structural equation model is used to test the mediation effect of perceived value on the relationship between CSR and consumer outcomes. A chi-square test is used to compare the magnitude of the significant effects. Findings CSR influences spiritual, status, efficiency and aesthetic benefits equally. Spiritual benefits is a stronger predictor of attitude and personal satisfaction than efficiency and status benefits. Originality/value Conceptual and qualitative findings in the literature demonstrate that CSR is associated with spiritual benefits. This study quantitatively tests not only how CSR influences various benefits but also how those effects compare to the relationship between CSR and spiritual benefits. The examination of the effect of CSR benefits on consumer outcomes reveals that the types of benefits do not have identical effects.

scholarly journals Corporate Social Responsibility and Intellectual Capital: Sources of Competitiveness and Legitimacy in Organizations´ Management Practices

2019 ◽  
Vol 11 (20) ◽  
pp. 5843 ◽  
Author(s):  
Gallardo-Vázquez ◽  
Valdez-Juárez ◽  
Lizcano-Álvarez
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Intellectual Capital ◽  
Structural Equation ◽  
Management Practices ◽  
Equation Model ◽  
Public Companies ◽  
Tangible Assets ◽  
Private And Public ◽  
Corporate Social

Two important managerial strategies have shaped organizations’ initiatives in recent years: corporate social responsibility (CSR) and intellectual capital (IC). Organizations’ implementation of voluntary CSR practices implies a commitment that goes beyond mere actions and it constitutes a step toward securing benefits for these entities. In contrast, IC refers to a set of intangible organizational assets (i.e., human, structural, and relational capital) that are capable of providing greater value than tangible assets do. Putting both strategies into practice independently of each other is a source of competitive advantages for organizations, including more legitimacy in their sector. However, the present study sought to explore the possibility of strengthening the link between CSR and IC by integrating socially responsible practices into the configuration of each IC dimension. Thus, this research’s objective was to determine whether CSR initiatives can generate improvements in key IC components in organizations. The study included extremely diverse Spanish organizations ranging from small and medium-sized enterprises to large firms, private and public companies, and organizations serving multiple purposes, such as universities—all of which were implementing CSR initiatives. The partial least squares technique was applied to estimate a structural equation model to achieve the objective. The findings include that CSR improves organizations’ IC and that the resulting competitiveness is a source of legitimacy.

scholarly journals An Examination of Corporate Social Responsibility and Employee Behavior: The Case of Pakistan

2019 ◽  
Vol 11 (13) ◽  
pp. 3515 ◽  
Author(s):  
Sehar Zulfiqar ◽  
Rabeea Sadaf ◽  
József Popp ◽  
Jolita Vveinhardt ◽  
Domicián Máté
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Work Engagement ◽  
Organizational Identification ◽  
Structural Equation ◽  
Equation Modeling ◽  
Employee Behavior ◽  
Socially Responsible ◽  
Internal Dimension ◽  
Corporate Social

The internal dimension of Corporate Social Responsibility (CSR) refers to the socially responsible behavior of an organization towards its employees. The CSR relationship to employee behavior has received some attention but in general, there is little knowledge about the underlying explanatory mechanisms that can describe this relationship. In this study, a theoretical model of mediation and moderation is developed to explain how CSR can influence employee behavior. Organizational identification and work engagement are used as proxies for employee behavior in the model and internal dimension of CSR is assumed to affect both of them positively. Further, it is proposed that CSR influences the organizational identification positively and this relationship will be stronger in a collectivist culture, which will eventually lead to higher work engagement. A proposed model was tested on a sample of bank employees in Pakistan by using the Structural Equation Modeling (SEM) method. The results of this study provide contextual and empirical insights into how CSR influences employee behavior.

scholarly journals Corporate Social Responsibility and Proenvironmental Behaviour in Employees: Evidence in Acapulco, Mexico

2021 ◽  
Vol 13 (9) ◽  
pp. 4597
Author(s):  
Rayma Ireri Maldonado Maldonado Astudillo ◽  
Yan Pallac Maldonado Astudillo ◽  
Juan Alfonso Méndez Zavala ◽  
Claudia Leticia Manzano Jiménez ◽  
María Xochitl Astudillo Miller
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation ◽  
Socially Responsible ◽  
The Past ◽  
Equation Modelling ◽  
The Subject ◽  
Degree Of Association ◽  
Corporate Social ◽  
The Relationship

Corporate social responsibility (CSR) has been the subject of extensive research, especially during the past two decades; however, few academic studies investigated the relationship between CSR and employee behaviour. This study reduces this gap by identifying the degree of association between CSR and the proenvironmental behaviour (PEB) of workers. These concepts were analysed among companies that are recognised as being socially responsible and others that are not; not enough empirical evidence was found to determine if these are positively affecting employee PEB in the Mexican context. The methodology was quantitative through questionnaires addressed to workers from renowned companies in Mexico, and analysed by using structural equation modelling (SEM) in AMOS software. Results showed that the CSR practices of the companies with a badge and the PEB of their workers are poorly related. The average of compliance with global CSR practices for companies that have a badge is less than or equal to that of those that do not. Conclusions indicate that CSR could occur only in declarative terms from the workers’ perception.

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