Productive partnerships? Driving consumer awareness to action in CSR partnerships

Rayne, Daniel; Leckie, Civilai; McDonald, Heath

doi:10.1016/j.jbusres.2020.06.037

Cited by 21 publications

(17 citation statements)

References 73 publications

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“…Despite previous research indicating managers use digital media channels to develop charity partner awareness (Rayne et al, 2020), findings here showed the effectiveness of digital media interaction frequency was limited. Specifically, digital media interaction frequency was only influential in developing awareness of one charity partner.…”

Section: Discussioncontrasting

confidence: 99%

“…According to Servaes and Tamayo (2013), companies simply need to advertise more to generate CSR awareness without focusing on CSR initiatives as advertising intensity should lead to firm awareness including CSR activities. Further findings by Rayne, Leckie, and McDonald (2020) support the relationship between televised match viewership and CSR program awareness among loyal sports fans. Therefore, we hypothesize:H4 A higher frequency of live game viewership is positively associated with charity partner brand recall. H5 A higher frequency of televised game viewership is positively associated with charity partner brand recall.…”

Section: Unaided Recall and Csr Awarenessmentioning

confidence: 73%

See 1 more Smart Citation

Examining corporate social responsibility awareness: An unaided recall measure

Rayne

Pervan

McDonald

et al. 2021

J of Consumer Behaviour

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As professional sports teams commonly partner with multiple charity organizations to achieve corporate social responsibility objectives, the purpose of this research was to measure charity brand awareness among sports fans via unaided recall. Further, this study proposed antecedents to awareness, including; level of fandom, overall season‐ticket holder (STH) satisfaction, perceptions of on‐field performance, live game viewership frequency, televised game viewership frequency, and digital channel interaction frequency. A survey was used to collect data from STHs across three professional sports teams (n = 8,414). Fan recall of charity partners was low with 1.3% recalling three, 3.5% recalling two, and 9.6% able to recall at least one charity partner. Of the antecedents, overall STH satisfaction and frequency of live game viewership were the most influential while, perceptions of on‐field performance returned a significant and negative result. It is advocated sports teams reduce the number of charity partners and charity managers focus communication efforts on more contented STHs who attend live games regularly.

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Section: Discussioncontrasting

confidence: 99%

Section: Unaided Recall and Csr Awarenessmentioning

confidence: 73%

Examining corporate social responsibility awareness: An unaided recall measure

Rayne

Pervan

McDonald

et al. 2021

J of Consumer Behaviour

Self Cite

View full text Add to dashboard Cite

show abstract

“…En su mayoría los modelos se diseñaron teniendo en cuenta la opinión del fanático (9) (Walker & Heere, 2011;Blumrodt et al, 2013;Chang et al, 2016;Inoue et al, 2017;Montazeri et al, 2017;Chang et al, 2017;Rayne et al, 2020;Yu, 2020;Lorgnier et al, 2020), en todos estos estudios se implementaron cuestionarios para la recolección de la información con relación a la calidad percibida, el valor de la marca, la identidad con los equipos, la intención de compra, la percepción de los consumidores deportivos sobre las acciones de RSC que se llevan a cabo y la importancia de evaluar los impactos sociales, ambientales y económicos.…”

Section: Instrumentos Implementados Para Medir La Rsc En El Sector Deporteunclassified

“…Por otra parte, Yu (2020) creó un modelo de medición basado en la intención del comportamiento, la emoción y la actitud de los fanáticos. De la misma manera, Rayne et al, (2020) formularon un modelo conceptual con base en la actuación del equipo, la opinión del aficionado, el patrocinador y la literatura sobre la responsabilidad social corporativa. Para finalizar Inoue et al, (2017) elaboraron un constructo teniendo en cuenta el comportamiento real, la lealtad conductual y la RSC percibida de los fanáticos de un equipo de fútbol profesional.…”

Section: Instrumentos Implementados Para Medir La Rsc En El Sector Deporteunclassified

Modelos de responsabilidad social corporativa en el sector deporte. Una revisión sistemática (Models of corporate social responsibility in the sports sector. A systematic Review)

Fonseca

Bernate²,

Pérez³

2021

Retos

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Las organizaciones deportivas sirven como plataforma para llevar a cabo transformaciones a nivel social, medio ambiental y económico y para promover el bienestar de las personas. De esta manera, se suscitan acciones sostenibles y en búsqueda del éxito organizacional se implementan mecanismos de regulación y se respeta la opinión de los grupos de interés. El objetivo de esta revisión sistemática es identificar y describir los modelos de responsabilidad social corporativa implementados en el sector deporte. Siguiendo la estructura del protocolo PRISMA se realizó una revisión sistemática en cuatro bases de datos (SportDiscus, Scopus, Scielo y Proquest), utilizando las palabras clave “corporate social responsibility”, “model”, “sport”, “measuring” y “sport organization”, el período de búsqueda fue de 10 años (2011-2020) y se seleccionaron un total de 15 artículos. Entre los resultados se encontró que los modelo de RSC en el sector deporte son escasos y los existentes se basan en escalas, cuestionarios y guiones de entrevista semiestructurada para conocer la opinión de los fanáticos, los deportistas y los gerentes. La evidencia científica indica la necesidad de implementar de manera efectiva los modelos de RSC porque son un canal de motivación, confianza y legitimidad con los deportistas, aficionados y grupos de interés, mejoran la imagen corporativa y la relación con la comunidad. Esta investigación presenta una línea de estudio para investigaciones futuras y sugerencias para que las organizaciones deportivas generen beneficios en los grupos de interés y promuevan valores. Abstract. Sports organizations serve as a platform to carry out transformations at a social, environmental and economic level and to promote the well-being of people. In this way, sustainable actions are raised and in search of organizational success, regulatory mechanisms are implemented and the opinion of stakeholders is respected. The objective of this systematic review is to identify and describe the corporate social responsibility models implemented in the sports sector. Following the structure of the PRISMA protocol, a systematic review was carried out in four databases (SportDiscus, Scopus, Scielo and Proquest), using the keywords "corporate social responsibility", "model", "sport", "measuring" and "sport organization ”, the search period was 10 years (2011-2020) and a total of 15 articles were selected. Among the results, it was found that CSR models in the sports sector are scarce and the existing ones are based on scales, questionnaires and semi-structured interview scripts to find out the opinion of fans, athletes and managers. Scientific evidence indicates the need to effectively implement CSR models because they are a channel of motivation, trust and legitimacy with athletes, fans and interest groups, improve the corporate image and the relationship with the community. This research presents a line of study for future research and suggestions for sports organizations to generate benefits for interest groups and promote values.

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“…Its research perspective has also gone through the transition from customer experience to service ecosystem, but its core is the focus on user experience and service innovation. In the Internet environment, user value has become part of the value chain of MCNs, which requires MCNs to truly empower users, realize value cocreation, and achieve sustainable innovation [4].…”

Section: Focusing On Users To Achieve Value Co-creationmentioning

confidence: 99%

Motivations and Paths of Sustainability Business Model Innovation for MCN Organizations

Wang¹,

Wang²

2021

Proceedings of the 1st International Symposium on Innovative Management and Economics (ISIME 2021)

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After an explosive growth phase, MCNs (MCN means Multi-Channel Network) are in urgent need of sustainable business model innovation. The motivation can be divided into two parts: endogenous factors are the agencies' initiatives for business model innovation due to their own technology and capital accumulation, while exogenous factors refer to the external conditions forcing MCNs to carry out sustainable business model innovation. The path to sustainable business model innovation for MCNs can be achieved by embedding corporate social responsibility in the business model of MCNs, focusing on users to achieve value co-creation, and empowerment through technology.

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Productive partnerships? Driving consumer awareness to action in CSR partnerships

Cited by 21 publications

References 73 publications

Examining corporate social responsibility awareness: An unaided recall measure

Examining corporate social responsibility awareness: An unaided recall measure

Modelos de responsabilidad social corporativa en el sector deporte. Una revisión sistemática (Models of corporate social responsibility in the sports sector. A systematic Review)

Motivations and Paths of Sustainability Business Model Innovation for MCN Organizations

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