Doing good in the right place: city residents' evaluations of professional football teams' local (vs. distant) corporate social responsibility activities
Doing good in the right place: city residents' evaluations of professional football teams' local (vs. distant) corporate social responsibility activities
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DOI：
10.1080/16184742.2016.1164736
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发表时间：
2016-09-01
影响因子：
3.4
通讯作者：
Koenigstorfer, Joerg
中科院分区：
文献类型：
--
作者：
Kulczycki, Wojciech;Koenigstorfer, Joerg
研究问题：如果企业社会责任（CSR）活动的接受者认为他们是出于慈善（与利润）的原因，CSR增加重要的结果变量。本研究基于归因和自我中心主义理论，在职业足球队的背景下研究了这种关系的调节因素：（即公司社会责任的地理重点）和一个组织特有的因素（即球队所在的赛区）。研究方法：这项研究采用了参与者之间的设计，既操纵了该倡议的地理重点，（本地与远程CSR倡议）和执行CSR倡议的职业足球队（甲级队与三级队）。两个研究小组都位于慕尼黑，有444名城市居民参与了这项研究。回归为基础的适度分析被用来测试hypothesis.Results和发现：感知的慈善动机CSR的结果变量有更积极的影响-包括团队的CSR感知，对团队的态度，和行为意图-为第一师团队比第三师团队，这种互动效应是存在（不存在）在第一师团队的远程（本地）CSR活动。感知的慈善动机和结果变量之间的关系是不受影响的接近的社会事业所支持的第三师team.Implications：鼓励职业足球队积极管理他们的投资组合的企业社会责任活动，以增加企业社会责任的成果被认为是城市居民。更高级别的团队（与较低级别的团队相比）应该确保企业社会责任被认为是出于慈善事业（而不是自身利益），特别是当企业社会责任发生在遥远的地方时。
Research question: If recipients of corporate social responsibility (CSR) campaigns perceive them to be motivated by philanthropic (vs. profit) reasons, CSR increases important outcome variables. This study looks at moderators of this relationship in the context of professional football teams based on attribution and egocentrism theory: one CSR-specific factor (i.e. the geographical focus of CSR) and one organization-specific factor (i.e. the division in which the teams are playing).Research methods: The study applied a between-participant design, manipulating both the geographical focus of the initiative (local vs. distant CSR initiative) and the professional football teams that carried out the CSR initiative (first-division vs. third-division team). Both teams were located in Munich, where 444 city residents participated in the study. Regression-based moderation analyses were used to test the hypotheses.Results and findings: Perceived philanthropic motivation for CSR has a more positive effect on outcome variables - including the team's CSR perception, attitudes toward the team, and behavioral intentions - for the first-division team than for the third-division team, and this interaction effect is present (absent) in first-division team's distant (local) CSR activities. The relationship between perceived philanthropic motivation and outcome variables is unaffected by the proximity of the social cause supported by the third-division team.Implications: Professional football teams are encouraged to actively manage their portfolio of CSR activities to increase CSR outcomes as perceived by city residents. Higher-division (vs. lower-division) teams should make sure that CSR is perceived to be motivated by philanthropy (as opposed to self-interest), particularly when CSR takes place at distant locations.