The Effect of Perceived CSR on Team Identification and Team Loyalty in Professional Football in Korea

Jongchul Park, Shane Kerr

Publikation: Beitrag in Buch/Bericht/KonferenzbandKonferenzbeitrag - Aufsatz in KonferenzbandForschungBegutachtung


BACKGROUND Professional sports teams in Korea have been uniquely operated by their parent corporations for PR with the exception of several citizen teams. However, the professional sports are recently considered a promising industry. Consequently, Korean professional sports teams are using social responsibility in society, as Corporate Social Responsibility (CSR) contributes to economic potential, value creation, and the local community (Park & Chang, 2010). CSR is a concept whereby corporations are directly involved in social and environmental issues associated with business operations and stakeholders on a voluntary basis (European Commission, 2001). There has been lots of research on professional baseball teams and CSR (Heo, 2015), but little research examines the relationship between football teams and CSR. Therefore, this study explored how the perceived fit of professional football team’s CSR (team and fan perspectives) influences team identification and team loyalty. METHODS Data were collected from 229 spectators watching professional football match on July 25th, 2015 by using convenient sampling method. After removing 42cases of incomplete or faithless questionnaires, 187 were used for data analysis. For the study, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were conducted by using AMOS 21. RESULTS As a result of CFA, the overall validity and fit could be considered a relatively good model (χ2(df) = 202.598 (84, p<.05); CFI = .924; TLI = .904; RMSEA = .087; SRMA = .07). In addition, the Goodness of Fit of the model was as follows: χ2 = 219.327, df = 86, p < .01, CFI = .914, TLI = .895, SRMR = .088 and RMSEA = .091. As a result of the path coefficients, the perceived fit between the fans and the team’s CSR significantly affected team identification (β=.40, t=4.15), but the perceived fit between the team and the team’s CSR had no significant effect on team identification (β=.01, t=0.08). Lastly, team identification positively influenced team loyalty (β=.49, t=5.462). CONCLUSIONS The previous research has focused more on the team’s point of view, but this study dealt with both the team and fan perspectives. The finding will help professional sports team’s marketers create and design more effective CSR strategy.
Titel2nd Conference on World Association for Sport Management
PublikationsstatusVeröffentlicht - 24.05.2017


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