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Event social responsibility: A note to improve outcomes for sponsors and events

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  • Scheinbaum, Angeline Close
  • Lacey, Russell

Abstract

Via a field study (n=879), the authors introduce the concept of event social responsibility (ESR) and show how it is a catalyst for key outcomes in the business of sport. Specifically, event social responsibility leads to fan attachment to an event, event word-of-mouth, and sponsorship patronage. Fan attachment lifts consumer promotion of an event to others and mediates the relationship between ESR and the extent to which attendees share favorable WOM about the sponsored event. Results also confirm the strong link between ESR and attendees' support for sponsors, via patronage of their products. For corporate sponsors, the results offer evidence for how sponsorship of community-based events provides an opportunity for a company to demonstrate good corporate citizenship while lifting patronage intent of attendees at a professional sporting event.

Suggested Citation

  • Scheinbaum, Angeline Close & Lacey, Russell, 2015. "Event social responsibility: A note to improve outcomes for sponsors and events," Journal of Business Research, Elsevier, vol. 68(9), pages 1982-1986.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:9:p:1982-1986
    DOI: 10.1016/j.jbusres.2015.01.017
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    References listed on IDEAS

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    1. Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.
    2. Lacey, Russell & Close, Angeline G. & Finney, R. Zachary, 2010. "The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness," Journal of Business Research, Elsevier, vol. 63(11), pages 1222-1228, November.
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    Cited by:

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    2. Kinga Ráthonyi-Ódor & Éva Bácsné Bába & Anetta Müller & Zoltán Bács & Gergely Ráthonyi, 2020. "How Successful Are the Teams of the European Football Elite off the Field?—CSR Activities of the Premier League and the Primera División," IJERPH, MDPI, vol. 17(20), pages 1-31, October.
    3. Inoue, Yuhei & Heffernan, Caroline & Yamaguchi, Taku & Filo, Kevin, 2018. "Social and charitable impacts of a charity-affiliated sport event: A mixed methods study," Sport Management Review, Elsevier, vol. 21(2), pages 202-218.
    4. Inoue, Yuhei & Funk, Daniel C. & McDonald, Heath, 2017. "Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment," Journal of Business Research, Elsevier, vol. 75(C), pages 46-56.

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