The Impact of Club Social Responsibility on Brand Supportive Behavior with the Mediating Role of Attitude and Positively Moral Positive Fans
Subject Areas : Jounal of Marketing Managementshahoo zamanidadaneh 1 , mohamad reza Esmaili 2 , ali zarie 3
1 - PhD student in Marketing and Sports Media Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Football Fans, Talent Social Responsibility, Attitude, Emotionally Ethic, Brand Supportive Behavior,
Abstract :
The today, social responsibility is not limited to a specific organization, and clubs and sports teams have included various forms of social responsibility in their goals and are involved in their implementation. The purpose of this study is to investigate the effect of club social responsibility on brand supportive behavior by mediating the positive attitude and moral feelings of fans. The present study is an applied research in terms of purpose and quantitatively strategically and in terms of correlation implementation path, field data collection and prospective in terms of time. In the present study, Persepolis Club was selected as the study club and the statistical population of the present study consisted of all fans of Persepolis Club. 270 people were selected as the research sample and were selected by available sampling method and voluntarily. According to the objectives of the study, appropriate tools for this study were considered questionnaires; for this purpose, to assess social responsibility, (Galbraith, 2010) questionnaire, brand supportive behaviors, )Xie et al, 2019) questionnaire, and to measure the mediating variables of positive moral attitudes, (Xie et al, 2019) questionnaire were used. Confirmatory factor analysis and mediating the effects and mediating role of the research were analyzed at 5% error level using 25 SPSS and Smart PLS 3.2.9 software. The results showed that social responsibility has affected the supportive behaviors of the brand, the attitude of the fans and their moral feelings. Also, the attitude and moral feelings of the fans have affected the supportive behaviors of the brand. The relationship with the impact of social responsibility on supportive behaviors was confirmed. Therefore, it is recommended to the management of sports teams to take into account the interests of the fans in social issues and to include various plans of social responsibility in their long-term plans.
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سعیدپور، س.، آقایی، ن. و الهی، ع.ر. (1398). "نقش مسئولیت اجتماعی در عملکرد تیم باشگاه پرسپولیس با واسطه فن رضایت"، مجله مطالعات مدیریت رفتار سازمانی در ورزش، دوره 6، شماره 1(21)، صص. 95-111.
قنبری، س.، اسکندری، ا. و ساعدعطایی، ف. (1397). "تأثیر رهبری تیم عملی محور بر عملکرد تیمی کارکنان با میانجی‌گری یادگیری تیمی و رضایت‌مندی"، مطالعات رفتار سازمانی، دوره 5، شماره 4(20)، صص. 21-45.
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Adams, A. & Armitage, S. (2014). “Mutuality for football clubs? Lessons from the financial sector”, Studies in Economics and Finance, Vol. 22(1), PP. 26-41.
Bhaedroch, C.B. & Sen, S. (2018). “Consumer-company identification: A framework for understanding consumers' relationships with companies”, Journal of Marketing, Vol. 67(2), PP. 76-88.
Brown, T.J. & Dacin, P.A. (1997). “The company and the product: Corporate associations and consumer product responses”, Journal of Marketing, Vol. 61(1), PP. 68-84.
Brunk, K.H. (2018). “Un/ethical company and brand perceptions: Conceptualising and operationalising consumer meanings”, Journal of business ethics, Vol. 111(4), PP. 551-565.
Filizöz, B. & Fişne, M. (2011). “Corporate social responsibility: A study of striking corporate social responsibility practices in sport management”, Procedia Social and Behavioral Sciences, Vol. 24, PP. 1405-1417.
Fornell, C. & Larcker, D.F. (2008). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research, Vol. 18(1), PP. 39-50.
Galbreath, J. (2010). “How does corporate social responsibility benefit firms? Evidence from Australia”, European Business Review, Vol. 22(4), PP. 411-431.
Giroux, M., Pons, F. & Mourali, M. (2015). “Is CSR important for all types of fans?: The value of corporate social responsibility in sport. In J.L. Robinson (ed.), Marketing dynamism & sustainability: Things change, things stay the same: Proceedings of the 2012 academy of marketing science (AMS) annual conference (PP. 497-500). Book Section, Cham: Springer International Publishing.
Hair, J.F., Hult, GT.M., Ringle, C.M. & Sarstedt, M. (2016). “A primer on partial least squares structural equation modeling (PLS-SEM)”, Sage Publications. Second Edition.
Henseler, J., Ringle, C.M. & Sinkovics, R.R. (2009). “The use of partial least squares path modeling in international marketing. In New challenges to international marketing”, Emerald Group Publishing Limited, Vol. 5(28), PP. 21-33.
Irshad, A., Rahim, A., Khan, M.F. & Khan, M.M. (2017). “The impact of corporate social responsibility on customer satisfaction and customer loyalty, moderating effect of corporate image”, City University Research Journal, Vol. 1, PP. 63-73.
Kline, P. (2014). “An easy guide to factor analysis. Routledge”, Bioscience Biotechnology Research Communications, Vol. 10(4). PP. 746-751.
Kumar, V. & Reinartz, W. (2016). “Creating enduring customer value”, Journal of Marketing. Vol. 80(6), PP. 36-68.
Lazarus, R.S. (1991). “Emotion and adaptation”, New York, NY: Oxford University Press.
Lee, S, Singal, M. & Kang, K.H. (2013). “The corporate social responsibility–financial performance link in the US restaurant industry: do economic conditions matter?”, International Journal of Hospitality Management, Vol. 32, PP. 2-10.
Losoya, S.H. & Eisenberg, N. (2001). “Affective empathy. In J. A. Hall, & F. J. Bernieri (Eds)”, Theory and measurement (PP. 21-43). Mahwah, NJ: Erlbaum.
Malhotra, N.K. & Agarwal, J. (2019). “Reflections on the state-of-the-art in "Ethics & morality in customer-brand relationships”, directions for future research, Journal of business research, Vol. 95, PP. 392-400.
McCullough, M.E., Kimeldorf, M.B. & Cohen, A.D. (2008). “An adaptation for altruism? The social causes, social effects and social evolution of gratitude”, Current Directions in Psychological Science, Vol. 17, PP. 281-285.
Mueller, R.O. (1996). “Basic principles of structural equation modeling”, an introduction to LISREL and EQS, Springer Science & Business Media.
Murphy, P.E., Laczniak, E. & Wood, G. (2007). “An ethical basis for relationship marketing: A virtue ethics perspective”, European Journal of Marketing, Vol. 41(1/2), PP. 37-57.
Romani, S., Grappi, S. & Bagozzi, R.P. (2016). “Corporate socially responsible initiatives and their effects on consumption of green products”, Journal of Business Ethics, Vol. 135(2), PP. 253-264.
Sen, S., Du, S. & Bhattacharya, C.B. (2016). “Corporate social responsibility: A consumer psychology perspective”, Current Opinion in Psychology, Vol. 10, PP. 70-75.
Sharabati, A.A. (2018). “Effect of corporate social responsibility on Jordan pharmaceutical industry’s business performance”, Social Responsibility Journal, Vol. 14(3), PP. 566-583.
Solomon, M.R., Marshall, G.W. & Stuart, E.W. (2011). “Marketing: Real People, Real Choice. 7th ed”, New Jersey: Prentice Hall.
Tenenhaus, M, Amato, S. & Esposito Vinzi, V. (2004). “A global goodness-of-fit index for PLS structural equation modelling”, In Proceedings of the XLII SIS scientific meeting, Vol. 1. PP. 739-742.
Vitell, S.J., King, R.A., Howie, K., Toti, J.F., Albert, L., Hidalgo, E.R. & Yacout, O. (2016). “Spirituality, moral identity, and consumer ethics: A multi-cultural study”, Journal of Business Ethics, Vol. 139(1), PP. 147-160.
Walker, M.B. & Kent, A. (2009). “Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry”, Journal of Sport Management, Vol. 23(6), PP. 743-769.
Wetzels, M., Odekerken-Schröder, G. & Van Oppen, C. (2009). “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration”, MIS Quarterly, Vol. 33(1), PP. 177-195.
Xie, C., Bagozzi, R.P. & Grønhaug, K. (2015). “The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions”, Journal of the Academy of Marketing Science, Vol. 43, PP. 333-356.
Xie, C., Bagozzi, R.P. & Grønhaug, K. (2019). “The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences”, Journal of Business Research, Vol. 62(3), PP. 267-275.
_||_بخشنده، ح.، جلالی فراهانی، م. و سجادی، ن. (1395). "تأثیر مسئولیت اجتماعی بر پرستیژ تیم‌های منتخب لیگ فوتبال ایران تحقیقات کاربردی در مدیریت رفتار سازمانی"، دوره 4، شماره 4، صص. 25-33.
تقی‌پوریان، م.ج.، مشایخ بخش، م.، محمدپور، آ. و عطایی، س. (1396). "نقش مسئولیت اجتماعی شرکتی بر وفاداری مشتریان در بخش بانک‌داری"، مدیریت بازاریابی، دوره 12، شماره 35، صص. 37-49.
داوری، ع. و رضازاده، آ. (1397). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، چاپ دوم، تهران: سازمان انتشارات جهاد دانشگاهی.
دلاور، ع. (2010). "احتمال و آمار کاربردی در روان‌شناسی و علوم تربیتی"، چاپ نهم ، تهران: انتشارات روشن.
سعیدپور، س.، آقایی، ن. و الهی، ع.ر. (1398). "نقش مسئولیت اجتماعی در عملکرد تیم باشگاه پرسپولیس با واسطه فن رضایت"، مجله مطالعات مدیریت رفتار سازمانی در ورزش، دوره 6، شماره 1(21)، صص. 95-111.
قنبری، س.، اسکندری، ا. و ساعدعطایی، ف. (1397). "تأثیر رهبری تیم عملی محور بر عملکرد تیمی کارکنان با میانجی‌گری یادگیری تیمی و رضایت‌مندی"، مطالعات رفتار سازمانی، دوره 5، شماره 4(20)، صص. 21-45.
منتظری، ا.، طالب‌پور، م.، اندام، ر. و کاظم‌نژاد، ا. (1398). "نقش مسئولیت‌های اجتماعی در نگرش هواداران فوتبال ایران"، مطالعات مدیریت ورزشی، دوره 11، شماره 53، صص. 157-180.
منتظری، ا.، طالب‌پور، م.، اندام، ر. و کاظم‌نژاد، ا. (1396). "اندازه‌گیری مسئولیت اجتماعی شرکت در صنعت ورزش: توسعه و اعتبار سنجی مقیاس اندازه‌گیری"، سالنامه علوم ورزشی کاربردی، دوره 5، شماره 2، صص. 97-114.
نامی، ا. و غلام‌پور، ع. (1396). "بررسی ساختار عاملی مسئولیت اجتماعی، رضایت مشتری، شهرت سازمانی و عملکرد در بنگاه‌های اقتصادی (مطالعه موردی: بانک شهر)"، فصلنامه اقتصاد و مدیریت شهری، دوره 5، شماره 1 (17)، صص. 1-12
نایب‌زاده، ش. و جعفریان، ح. (1398). "بررسی تأثیر ایدئولوژی‌های اخلاقی بر ارزیابی مصرف‌کننده از محصول و شرکت با توجه به نقش میانجی مسئولیت اجتماعی سازمان"، مدیریت بازاریابی، دوره 14، شماره 42، صص. 23-42.
Adams, A. & Armitage, S. (2014). “Mutuality for football clubs? Lessons from the financial sector”, Studies in Economics and Finance, Vol. 22(1), PP. 26-41.
Bhaedroch, C.B. & Sen, S. (2018). “Consumer-company identification: A framework for understanding consumers' relationships with companies”, Journal of Marketing, Vol. 67(2), PP. 76-88.
Brown, T.J. & Dacin, P.A. (1997). “The company and the product: Corporate associations and consumer product responses”, Journal of Marketing, Vol. 61(1), PP. 68-84.
Brunk, K.H. (2018). “Un/ethical company and brand perceptions: Conceptualising and operationalising consumer meanings”, Journal of business ethics, Vol. 111(4), PP. 551-565.
Filizöz, B. & Fişne, M. (2011). “Corporate social responsibility: A study of striking corporate social responsibility practices in sport management”, Procedia Social and Behavioral Sciences, Vol. 24, PP. 1405-1417.
Fornell, C. & Larcker, D.F. (2008). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research, Vol. 18(1), PP. 39-50.
Galbreath, J. (2010). “How does corporate social responsibility benefit firms? Evidence from Australia”, European Business Review, Vol. 22(4), PP. 411-431.
Giroux, M., Pons, F. & Mourali, M. (2015). “Is CSR important for all types of fans?: The value of corporate social responsibility in sport. In J.L. Robinson (ed.), Marketing dynamism & sustainability: Things change, things stay the same: Proceedings of the 2012 academy of marketing science (AMS) annual conference (PP. 497-500). Book Section, Cham: Springer International Publishing.
Hair, J.F., Hult, GT.M., Ringle, C.M. & Sarstedt, M. (2016). “A primer on partial least squares structural equation modeling (PLS-SEM)”, Sage Publications. Second Edition.
Henseler, J., Ringle, C.M. & Sinkovics, R.R. (2009). “The use of partial least squares path modeling in international marketing. In New challenges to international marketing”, Emerald Group Publishing Limited, Vol. 5(28), PP. 21-33.
Irshad, A., Rahim, A., Khan, M.F. & Khan, M.M. (2017). “The impact of corporate social responsibility on customer satisfaction and customer loyalty, moderating effect of corporate image”, City University Research Journal, Vol. 1, PP. 63-73.
Kline, P. (2014). “An easy guide to factor analysis. Routledge”, Bioscience Biotechnology Research Communications, Vol. 10(4). PP. 746-751.
Kumar, V. & Reinartz, W. (2016). “Creating enduring customer value”, Journal of Marketing. Vol. 80(6), PP. 36-68.
Lazarus, R.S. (1991). “Emotion and adaptation”, New York, NY: Oxford University Press.
Lee, S, Singal, M. & Kang, K.H. (2013). “The corporate social responsibility–financial performance link in the US restaurant industry: do economic conditions matter?”, International Journal of Hospitality Management, Vol. 32, PP. 2-10.
Losoya, S.H. & Eisenberg, N. (2001). “Affective empathy. In J. A. Hall, & F. J. Bernieri (Eds)”, Theory and measurement (PP. 21-43). Mahwah, NJ: Erlbaum.
Malhotra, N.K. & Agarwal, J. (2019). “Reflections on the state-of-the-art in "Ethics & morality in customer-brand relationships”, directions for future research, Journal of business research, Vol. 95, PP. 392-400.
McCullough, M.E., Kimeldorf, M.B. & Cohen, A.D. (2008). “An adaptation for altruism? The social causes, social effects and social evolution of gratitude”, Current Directions in Psychological Science, Vol. 17, PP. 281-285.
Mueller, R.O. (1996). “Basic principles of structural equation modeling”, an introduction to LISREL and EQS, Springer Science & Business Media.
Murphy, P.E., Laczniak, E. & Wood, G. (2007). “An ethical basis for relationship marketing: A virtue ethics perspective”, European Journal of Marketing, Vol. 41(1/2), PP. 37-57.
Romani, S., Grappi, S. & Bagozzi, R.P. (2016). “Corporate socially responsible initiatives and their effects on consumption of green products”, Journal of Business Ethics, Vol. 135(2), PP. 253-264.
Sen, S., Du, S. & Bhattacharya, C.B. (2016). “Corporate social responsibility: A consumer psychology perspective”, Current Opinion in Psychology, Vol. 10, PP. 70-75.
Sharabati, A.A. (2018). “Effect of corporate social responsibility on Jordan pharmaceutical industry’s business performance”, Social Responsibility Journal, Vol. 14(3), PP. 566-583.
Solomon, M.R., Marshall, G.W. & Stuart, E.W. (2011). “Marketing: Real People, Real Choice. 7th ed”, New Jersey: Prentice Hall.
Tenenhaus, M, Amato, S. & Esposito Vinzi, V. (2004). “A global goodness-of-fit index for PLS structural equation modelling”, In Proceedings of the XLII SIS scientific meeting, Vol. 1. PP. 739-742.
Vitell, S.J., King, R.A., Howie, K., Toti, J.F., Albert, L., Hidalgo, E.R. & Yacout, O. (2016). “Spirituality, moral identity, and consumer ethics: A multi-cultural study”, Journal of Business Ethics, Vol. 139(1), PP. 147-160.
Walker, M.B. & Kent, A. (2009). “Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry”, Journal of Sport Management, Vol. 23(6), PP. 743-769.
Wetzels, M., Odekerken-Schröder, G. & Van Oppen, C. (2009). “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration”, MIS Quarterly, Vol. 33(1), PP. 177-195.
Xie, C., Bagozzi, R.P. & Grønhaug, K. (2015). “The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions”, Journal of the Academy of Marketing Science, Vol. 43, PP. 333-356.
Xie, C., Bagozzi, R.P. & Grønhaug, K. (2019). “The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences”, Journal of Business Research, Vol. 62(3), PP. 267-275.
