What is Most Important in Transferring Goodwill from Charity Run Participants to Sponsors?

Abstract

This study examines whether event factors (satisfaction with the event, attitudes towards the event, and attitudes toward the activity) or program factors (sponsor fit and perceptions of corporate citizenship) are the most influential in shaping participants' attitudes towards sponsors. Structural Equation Modeling was applied to data from an annual charitable run located in the southeastern US. Results indicate that the quality of the event was a secondary factor in determining brand equity transference between sponsors and participants as measured by attitude toward the sponsors. Perceptions of corporate citizenship and sponsor fit were the most influential factors in transference. Overall this study addresses the need to examine local and smaller events and sponsorship effects.

Research on Local Problem-focused Charity Sport Event: Multi-stakeholder Perspective and Social Impact Logic Model

“…The request from the beneficial organization to communicate with their charity runners before, during, and after the event suggested the importance of the pre-post event . The importance of Advance Publication by J-STAGE Published online February 26, 2021 collaboration between sponsors and participants is shown in the research by Smith et al (2015), and the current study also investigated collaboration between the marathon committee and the beneficial organization. In the current study, the four themes from the charity runners and five themes from the marathon committee and beneficial organizations reaffirm that value in sport events' value is created through collaboration among multiple stakeholders utilizing a variety of resources (Vargo and Lusch, 2004).…”