Abstract
This paper argues that international sport organizations may be able to use value congruity in order to assess the effect of their current corporate social responsibility strategy and develop better relationships with their consumers. Six studies (n = 1197) conducted in the United States and France before and after the 2016 and 2018 Olympic Games revealed that brand-based value congruity (BBVC) has a significant positive influence on relationship quality, which is consistent with other measures of self-congruity from the literature. The model demonstrated cross-cultural invariance. The Olympic Games influenced some of the direct and indirect effects of BBVC without significantly affecting the model.
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