Document Type : Research Paper
Authors
1 Ph.D. Student in Sport Management; Tarbiat Modares University
2 M.A Student in sport management, Kharazmi University
Abstract
The purpose of this study is to investigate the effect of club social responsibility on the behavioral intentions of Esteghlal fan's considering the mediating role of team identification. The methodology of this study is descriptive-survey, and by purpose, it is a type of applied research. The sampling method was non-probability, voluntary, and accessible, consisting of Esteghlal fans. The sample size was estimated using SPSS Sample power software based on research goals and assumptions; finally, 303 were taken into account to respond to the standard questionnaire designed -social responsibility in sport (Jung, 2012), team identification (Kim et al., 2019) and behavioral intentions (Kuenzel, and Yassim, 2007)- to examine the hypotheses of the research. It is worth mentioning that the validity and reliability of the tools confirmed in the form of the face and content validity from the perspective of sports management experts as well as statistical tests such as the Heterotrait-Monotrait ratio, Average Variance Extracted, Cronbach's Alpha, and Combined Reliability. Statistical analyzes performed using SPSS 22 and Smart PLS 3 software. The findings indicated a positive and significant effect of social responsibility and team identification of Esteghlal on their behavioral intentions. The club's social responsibility also influenced the team's identification. On the other hand, the role of team identification as a partial mediator significantly confirmed.
Keywords
Abugre JB, Nyuur RB. Organizations’ commitment to and communication of CSR activities: insights from Ghana. Social Responsibility Journal. 2015 Mar 2;11(1):161-78.
Bakhshande, H., Jalali, M., Sajadi, S. Investigation the effect of social responsibility on the club reputation of Iranian selective football teams in premier league. Applied Research in Sport Management, 2016; 4(4): 25-33 (Persian).
Bakhshandeh, H., Jalali Farahani, M., Sajjadi, S. Effect of social responsibility on team identification in Iran’s football pro league. Sport Management Studies, 2015; 7(29): 175-192 (Persian).
Biscaia R. Revisiting the role of football spectators’ behavioral intentions and its antecedents. The Open Sports Sciences Journal. 2016 May 12;9(1).
Chang Y, Wann DL, Inoue Y. The effects of implicit team identification (iTeam ID) on revisit and WOM intentions: a moderated mediation of emotions and flow. Journal of Sport Management. 2018 Jul 1;32(4):334-47.
Chung J. Social Responsibility in Sports: A Call for a Systematic Approach. J. Legal Aspects Sport. 2018; 28:138.
Cunningham NR, Eastin MS. Second screen and sports: A structural investigation into team identification and efficacy. Communication & Sport. 2017 Jun;5(3):288-310.
Hair Jr JF, Hult GT, Ringle C, Sarstedt M. A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications; 2016 Feb 29.
Henseler J, Hubona G, Ray PA. Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems. 2016 Feb 1; 116(1):2-20.
Henseler J, Ringle CM, Sarstedt M. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. 2015 Jan 1; 43(1):115-35.
Henseler J, Ringle CM, Sinkovics RR. The use of partial least squares path modeling in international marketing. InNew challenges to international marketing 2009 Mar 6; 277-319.
Inoue Y, Funk DC, McDonald H. Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment. Journal of Business Research. 2017 Jun 1; 75:46-56.
Jung CW. The Influence of Professional Sports Team's Corporate Social Responsibility (CSR) on Team Image, Team Identification, and Team Loyalty. St. Thomas University; 2012.
Kim JK, Overton H, Hull K, Choi M. Examining public perceptions of CSR in sport. Corporate Communications: An International Journal. 2018 Oct 1;23(4):629-47.
Kim Y, Rogol E, Lee JS. Impact of Core and Peripheral Service Satisfaction on Team Identification and Revisit Intention: A Comparison of Minor and Major League Ice Hockey. Journal of Global Sport Management. 2019 Jan 10:1-23.
Kuenzel S, Yassim M. The effect of joy on the behaviour of cricket spectators: the mediating role of satisfaction. Managing Leisure. 2007 Jan 1;12(1):43-57.
Lacey R, Kennett-Hensel PA, Manolis C. Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature. Journal of the Academy of Marketing Science. 2015 May 1;43(3):315-32.
Lee I. An Analysis of Corporate Social Responsibility (CSR) within Professional Football Clubs: A Case Study of the English Premier League. THE PPEREVIEW. 2018;26(1):152.
Lee JH, Ryu WY. Relationship between social responsibility activities perceived by professional baseball fans, club reputation, club identification and mother-company image. Journal of the Korea Convergence Society. 2018;9(2):295-302.
Lee JS, Kang JH. Effects of sport event satisfaction on team identification and revisit intent. Sport Marketing Quarterly. 2015 Dec 1;24(4):225.
Liu D, Wilson R, Plumley D, Chen X. Perceived corporate social responsibility performance in professional football and its impact on fan-based patronage intentions: An example from Chinese football. International journal of sports marketing and sponsorship. 2019 May 7;20(2):353-70.
Lock D, Heere B. Identity crisis: A theoretical analysis of ‘team identification’ research. European Sport Management Quarterly. 2017 Aug 8;17(4):413-35.
McGowan RA, Mahon JF. Corporate social responsibility in professional sports: An analysis of the NBA, NFL, and MLB. Academy of Business Disciplines Journal. 2009;1(1):45-82.
Morrison KA, Misener KE, Mock SE. The Influence of Corporate Social Responsibility and Team Identification on Spectator Behavior in Major Junior Hockey. Leisure Sciences. 2018 Jan 10:1-9.
Ofori DF, S-Darko MD, Nyuur RB. Corporate social responsibility and financial performance: Fact or fiction? A look at Ghanaian banks. Acta Commercii. 2014 Jan 1;14(1):1-1.
Park J, Kerr S, Kim IG. The effect of perceived CSR on team identification and team loyalty in professional football in Korea. International Journal of Sport Management and Marketing. 2018;18(6):535-54.
Richter NF, Sinkovics RR, Ringle CM, Schlaegel C. A critical look at the use of SEM in international business research. International Marketing Review. 2016 May 9; 33(3):376-404.
Sadeghi, F., & Janani, H. The study of the relationship between social responsibility and perceived value and customer satisfaction the of sports clubs in Hashtrood city. Scientific Journal database, 2017; 10(35): 83-100 (Persian).
Saleh MH, Ebeid AY, Abdelhameed TA. Customers' Perception of Corporate Social Responsibility (CSR): Its Impact on Word-of-Mouth and Retention. Innovative Marketing. 2015;11(2):49-55 (Persian).
Scheinbaum AC, Lacey R. Event social responsibility: A note to improve outcomes for sponsors and events. Journal of business research. 2015 Sep 1;68(9):1982-6.
Şirin YE, Döşyılmaz E. Corporate Social Responsibility Perceptions of Turkish Football Fans: TFF 1st Lig and 2nd Lig Examples. Journal of Education and Training Studies. 2019 Mar 15;7(3S):90-9.
Talebpur, M., Rajabi, M., Mosalanezhad, M., Sahebkaran, M.A., Samsami, M. An Assessment of Behavioral Intentions of Spectators of Iran Handball Premier League Based on Functional and Result Quality. 3. 2016; 4 (13) :23-34 (Persian).
Theodorakis ND, Wann D, Al-Emadi A, Lianopoulos Y, Foudouki A. An examination of levels of fandom, team identification, socialization processes, and fan behaviors in Qatar. Journal of Sport Behavior. 2017 Mar 1;40(1):87-107.
Trendafiova S, Ziakas V, Sparvero E. Linking corporate social responsibility in sport with community development: An added source of community value. Sport in Society. 2017 Jul 3;20(7):938-56.
Triantafillidou A, Petala Z. The role of sea-based adventure experiences in tourists’ satisfaction and behavioral intentions. Journal of Travel & Tourism Marketing. 2016 Apr 8;33(sup1):67-87.
Walker M, Kent A. Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry. Journal of Sport Management. 2009 Nov 1;23(6):743-69.
Walker M, Parent MM. Toward an integrated framework of corporate social responsibility, responsiveness, and citizenship in sport. Sport Management Review. 2010 Aug 1;13(3):198-213.
Walzel S, Robertson J, Anagnostopoulos C. Corporate social responsibility in professional team sports organizations: An integrative review. Journal of Sport Management. 2018 Nov 1;32(6):511-30.
Wann DL, Peterson RR, Cothran C, Dykes M. Sport fan aggression and anonymity: The importance of team identification. Social Behavior and Personality: an international journal. 1999 Jan 1;27(6):597-602.
Yoshida M, Heere B, Gordon B. Predicting behavioral loyalty through community: Why other fans are more important than our own intentions, our satisfaction, and the team itself. Journal of Sport Management. 2015 May 1;29(3):318-33.
Yoshida M, James JD. Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of sport management. 2010 May 1;24(3):338-61.
Kabiri, Z., Saboonchi, R., Aghaei, N. Modeling the Mediating effects of Social Responsibility in the relationship between professional ethics of the managers and citizenship civic moral among football clubs' fans in Premier League Football of Iran. Scientific Journal Of Organizational Behavior Management in Sport Studies, 2019; 6(3): 101-110 (Persian).
Saeidpour, S., Aghaei, N., Elahi, A. The role of Social Responsibility on the Team Performance of the Perspolis Club with the Mediator of Satisfaction of the Fans. Scientific Journal Of Organizational Behavior Management in Sport Studies, 2019; 6(1): 95-111(Persian).
Morrison KA, Misener KE, Mock SE. The influence of corporate social responsibility and team identification on spectator behavior in major junior hockey. Leisure Sciences. 2020 Mar 3;42(2):133-51.
Parry KD, Jones I, Wann DL. An examination of sport fandom in the United Kingdom: A comparative analysis of fan behaviors, socialization processes, and team identification. Journal of Sport Behavior. 2014 Sep 1;37(3):251-67.
Sartore-Baldwin ML, Walker M. The process of organizational identity: What are the roles of social responsiveness, organizational image, and identification?. Journal of Sport Management. 2011 Sep 1;25(5):489-505.
)