The structural relationship among professional baseball team’s corporate social responsibility, team image and equity of professional baseball team’s mother company

Abstract

Purpose The purpose of this study was to identify the relationship among the social responsibility (economic responsibility, community cultural activity and social contribution activity), the image of the club, and the assets (image, reliability, attitude and loyalty) of the mother company. Methods The objectives of this research were the home fan in “2018 Shinhan Bank My Car KBO League.” A survey was conducted for 350 home fans of SK Wyverns who gathered in Incheon SK Happiness Dream Baseball Ground to watch the games of SK Wyverns vs. Samsung Lions held from April 6 (Fri.) to April 8 (Sun.). Data processing was done with PASW Ver. 18.0 and AMOS 18.0. Results Firstly, among the sub-factors of social responsibility, economic responsibility, community cultural activity and consumer protection had significant influence on the team image. Secondly, the team image had meaningful influence on the mother company image. Thirdly, the mother company image had significant influence on the mother company trust, mother company attitude and mother company loyalty. Fourthly, the mother company trust had significant influence on the mother company loyalty. Fifthly, the mother company attitude had significant influence on the mother company loyalty. Conclusions The mother companies of professional baseball clubs, too, will have to seek various ways for joint working with professional baseball clubs while actively supporting the activities of the professional baseball clubs being aware that professional baseball clubs give positive effect to the mother companies.