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• W2292823992 abstract "Purpose – The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI). Design/methodology/approach – The conceptual model developed in this research consolidates various constructs related to sponsors and events into a single comprehensive framework, thus offering an integrated view of the factors that determine consumers’ perceptions of a sponsorship and their attitudes toward a sponsor. Data were collected from participants in the Pink Ribbon Love Marathons (PRLM) held in Seoul, South Korea. A total of 650 female subjects (mean age=41.2, SD=12.5) participated in this investigation. Findings – The findings indicate that CI plays a significant role as a partial mediator within a reciprocal relationship between participants’ event perception and patronage intention. Sponsoring a well-targeted event might have a positive impact on CI and PI. Originality/value – What makes this study unique is the application of previous research examining cause-related sport sponsorship from a sport participant’s perspective. From a practical standpoint, the findings of this study reveal the importance of corporate communication in CSR." @default.
• W2292823992 created "2016-06-24" @default.
• W2292823992 creator A5007207600 @default.
• W2292823992 creator A5063157469 @default.
• W2292823992 date "2016-02-01" @default.
• W2292823992 modified "2023-09-26" @default.
• W2292823992 title "What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event" @default.
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• W2292823992 doi "https://doi.org/10.1108/ijsms-02-2016-004" @default.
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