The findings of this Ph.D thesis provide evidence that CSR can be used by professional sports organizations to improve their reputation among consumers. Moreover, CSR can be used to counter negative effects of sport organizations’ unethical behaviors and reduce the impact on the organizations themselves as well as on their stakeholders.
Consumers are more likely to donate and respond favorably toward the provider when practical services and frivolous goods are paired with causes perceived to have a strong functional fit. Conversely, consumers are more likely to donate and respond favorably toward the provider when frivolous services and practical goods are paired with causes perceived to have a weak functional fit.
This research study investigates the role of corporate social responsibility in deepening relationship quality (between customers and a sports team). The results support the direct impact of CSR activities on relationship quality. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via relationship quality tends to diminish.