Journal
SPORT MANAGEMENT REVIEW
Volume 16, Issue 3, Pages 314-325Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.smr.2012.10.003
Keywords
Professional sport philanthropy; Corporate ability; Team identification; Donation intention
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Building upon scholarly work on corporate associations, social identity, and corporate philanthropy, this study aimed to: (1) identify the effect of perceived corporate ability (CA) associations of professional sport organizations (PSO) on consumer support of their nonprofit partners and (2) understand communication strategies that enable PSOs to gain greater business benefits from their philanthropic activities. The results of an experiment supported the role of perceived CA in influencing consumer intentions to donate to a PSO's nonprofit partner, and further showed that this perception had a greater effect when respondents' identification with the PSO was low. The finding also indicated that a message describing a PSO's donation of a large amount of money for a cause could create positive attitudes toward the PSO. These findings extend recent work on professional sport philanthropy by demonstrating that-under certain conditions-such an activity can enhance benefits for both PSOs and their nonprofit partners. (C) 2012 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.
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