Abstract
This study used the elaboration likelihood model as a theoretical basis to explore the effects of various persuasion strategies on consumer perception and attitude regarding the corporate image of sports organizations that engage in corporate social responsibility (CSR) activities. The moderating effects of involvement, sports team identification, and sports fan curiosity were also examined. The multiple-study approach was employed to increase the external validity of the research. Two studies with cross-sectional between-subject pre–post experimental design were conducted with a total of 390 participants. The research setting was the Fubon Guardians baseball team of the Chinese Professional Baseball League in Study I and the Taiwan Beer Basketball Team of the Super Basketball League in Study II. Communication through the central and peripheral routes improved consumers’ CSR perception. Furthermore, under low involvement, weak sports team identification, and low sports fan curiosity conditions, communication through the central route and peripheral route improved the participants’ CSR perception. However, under high involvement, strong sports team identification, and high sports fan curiosity conditions, the different communication methods had nonsignificantly different effects. The findings of this study provide both academic contributions and practical implications.
Highlights
Corporate social responsibility (CSR) is an issue of perpetual concern for businesses and academicians
Using the elaboration likelihood model (ELM) as a basis, this study explored the effects of persuasion strategy on consumers’ attitude toward sports organizations that fulfill CSR and their perceptions of the image of these organizations
Study I showed that communication through central route increased consumer CSR perception scores
Summary
Corporate social responsibility (CSR) is an issue of perpetual concern for businesses and academicians. The benefits gained by business organizations from CSR input have been verified by numerous empirical studies [1]. CSR activities can satisfy the needs of stakeholders, thereby improving corporate image and business performance [2, 3]. Communication between organization stakeholders plays a vital role in improving corporate image and organizational performance, because consumers’ understanding and perceptions of a company’s social responsibility activities are critical factors [4, 5]. Companies have boosted their involvement (in terms of focus and resource input) in social responsibility, stakeholders have.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
