A conceptual model for understanding the relationships between sport stakeholder and authentic CSR

Abstract

ABSTRACT Sport organizations employ corporate social responsibility (CSR) initiatives to stimulate support for their products orservices to capitalize on strategic approaches to enhance their business and social outcomes. Research question: Although themajority of previous studies in sport management have focused on the factors that lead professional sport organizations (PSOs) toengage in CSR activities and outcomes, little is known about the authenticity of the initiatives. Research Method: Building onstakeholder theory, this study puts forward a conceptual framework that considers perceived authentic CSR as a dynamic process thatrelies on effective communication between the sport organization and target stakeholders. As such, the framework specifies fourfundamental components – anticipating, planning, implementing, and evaluation – that jointly influence perceived authentic CSR in thePSOs context. Results and Findings: Thus, the proposed framework updates and extends the meaning of authentic CSR in the sportcontext, which, in turn, can influence social outcomes.