This study analyzes relationships between corporate social responsibility, consumer-company identification, brand prestige, and purchase intention. A self-report survey yields data for 252 college students. After confirming reliability and validity of survey questionnaire, the structural equation modeling was used for tests the model. Results were summarized as follows: (a) CSR image has a significant positive effect on brand prestige and consumer-company identification. (b) Brand prestige has a significant positive effect on consumer-company identification. (c) Consumer-company identification has a significant positive effect on purchase behavior. (d) Consumer-company identification mediates the effect of CSR image on consumers' purchase intention. This outcome reveals that CSR image creates consumers' identification with the company, which may enhance consumers' purchase intention.

Corporate social responsibility (CSR) was used as a business strategy to enhance reputation, increase competitive advantage, and reduce risk. The purpose of this study was to construct the CSR indicators of professional sport organization. In-depth interviews and Delphi method were conducted. Professional sport team managers, secretary generals of sport organizations and experts in sport management participated in this research. Results indicated that CSR of professional sport organization contained 4 dimensions, 13 sub dimensions and 56 sub indicators. The main indicators include enhancing the performance of professional sport organization, increasing competitiveness of professional sport organization, protecting stakeholder's interests, obeying the law, complying the collective bargaining agreement, protecting environment, providing safe merchandise and stadium, assisting sport promotion, assisting employees' career development, protecting consumer rights, promoting sport, education and health programs, assisting philanthropy organizations, and enhancing community's life quality.

In this study we investigate consumers' perceptions regarding corporate social irresponsibility (CSiR), perceived betrayal, and punishment behaviors (altruistic, retaliatory and demand for reparation behavior). This article examined empirically the relationship between CSiR and punishment behaviors with perceived betrayal as a moderator via PLS-SEM and PROCESS. The results supported three main hypotheses (a) consumers' CSiR perception positively predicted their altruistic, retaliatory and demand for reparation behaviors as well as feelings of perceived betrayal; (b) Consumers' feelings of perceived betrayal positively influenced their altruistic, retaliatory and demand for reparations behaviors; (c) Consumers' feelings of perceived betrayal mediated the relationship between CSiR and punishment behaviors. Findings suggest that once consumers perceived CSiR events, they tend to perform punishment behaviors to penalize socially irresponsible corporations.